Sitrène shoes don’t need to shout to be noticed

For Irina Curutz, the process of creating a shoe starts with curiosity. It’s a trait that sits at the core of the Sitrène founder. From her degrees — a bachelor’s in Law and a master’s in Economics and International Relations — to a fascination with vintage jewellery, for Curutz, it’s all about finding unique perspectives. That’s probably why the Romanian-born businesswoman has spent the past decade or so country hopping. After twelve years in Milan (“minus a brief detour to NYC”) and a move to London to launch Sitrène, Curutz recently relocated to Dubai. “Let’s see how long this one lasts,” she says. It makes total sense, then, that the Sitrène founder’s second footwear venture — Oscar Tiye is Curutz’s first born — is built on a cosmopolitan spirit. Pulling influences from Italian, French and British styles and modes de vie, the result is a brand imbuing elite craftsmanship, effortless style and a blend of modernity and tradition. What Sitrène is not is a brand trying to sell you a dream. Curutz is keen to stress that confidence “isn’t something you buy”. Her newest venture, then, is about emphasising pre-existing values. It’s about making a statement without needing to be the loudest in the room — enhancing, rather than overpowering.

With muses like HUNGER cover star Amelia Gething already donning Sitrène, we chat with the brand’s founder about creating footwear based on values, quiet confidence and traditional craftsmanship.

Before we talk about Sitrène, tell us about you.

My academic background is in Law, with a master’s in Economics and International Relations. But I found myself drawn to fashion. I co-founded my first footwear brand, Oscar Tiye, and that experience taught me everything I know about shoemaking in Italy and the intricacies of building a fashion brand. I’m endlessly intrigued by strong, unique characters — people with distinct perspectives, cultures and stories. I love going deep into understanding the ‘why’ behind things, which is probably why sculpture has always fascinated me. The ability to carve something so intricate and lifelike from stone feels almost otherworldly. That appreciation for craftsmanship extends to my love for beautifully made objects — vintage jewellery, timepieces, furniture, things that carry both artistry and utility. At my core, I’m endlessly curious. I love exploring new ideas, and whether it’s in life or work, I find joy in learning and evolving.

Where did the idea for Sitrène come from? 

After years in fashion, I took a step back to reassess what I truly wanted to create. While I’ve always loved the design process, I no longer resonated with the endless cycle of trends, creating so much only to discard most of it a few months later. The waste, both material and creative, felt misaligned with my values. Sitrène was born from the desire to do things differently — to create shoes that are timeless, considered and made to last. I didn’t want to chase trends but rather focus on pieces that stand the test of time, both in design and craftsmanship.

What made you choose the name ‘Sitrène’?

I knew from the start I wanted to invent a name — something that felt fresh, elegant and intriguing when spoken aloud. I played with different words for months before landing on Sitrène. It started with citron, which has a beautiful sound and evokes something crisp and luminous. Then citrine, a gemstone known for its warm inner glow. And finally sirène, a word that embodies the enigmatic femininity I envisioned for the brand. I blended them together, refining until I found the perfect balance. It was a long process, but I wanted a name that felt effortlessly chic yet carried meaning beneath the surface.

Sitrène has a blend of English, French and Italian influences. What do each of those countries bring to the brand?

I’ve always been fascinated by rich cultures and the way history, etiquette, values and aesthetics shape them. Having travelled extensively, I naturally absorbed influences from different places, but three stood out the most — Italy for its passion, its warmth, its love for craftsmanship and the effortless way beauty is woven into everyday life. France for its sensual elegance – there’s an innate confidence in the way French culture embraces femininity – refinement and nonchalance. Then Britain for its heritage — its deep-rooted traditions, timeless sophistication and ability to blend classicism with modernity.

Can you tell me about the messaging of Sitrène?

Having worked in fashion before, I became disillusioned with the way trends were marketed — as if confidence and empowerment were things you could buy, rather than something cultivated from within. With Sitrène, I wanted to take a different approach. I believe in a kind of elegance that doesn’t need to shout to be noticed, where confidence isn’t about being the loudest in the room but about having an undeniable presence. I wanted to create something that celebrates individuality rather than dictates what’s ‘in’ at the moment. For me, true style isn’t about following trends — it’s about embracing who you are and letting that shine through effortlessly.

How does this messaging manifest in your shoes?

I design for women who appreciate refinement but don’t feel the need to seek external validation. This means prioritising utility, quality and comfort first, because a truly elegant shoe should feel as good as it looks. Then, timelessness infused with subtle but distinctive design elements, ensuring the pieces have a signature look and feel without ever being overdone. The result is a shoe that enhances, rather than overpowers — something you reach for instinctively, knowing it will always work, no matter the occasion.

Your mules and sandals also have a unique (and gorgeous shape). How did you come up with that?

I noticed a gap in the market — on one end, you had chunky, everyday wedges, and on the other, sculptural, high-fashion ones that weren’t exactly practical for real life. I wanted to create something that felt as comfortable as a vacation shoe, as polished as an office heel and as elegant as an evening sandal, all in one. While designing, I realised that the perfect shape had been in front of me all along — the natural curves of the female form. There’s something inherently graceful, balanced and timeless about it. Working alongside my heel master, Simone, in Tuscany, we spent months refining the silhouette in wood until it had the perfect proportion and flow.

I’d also love to hear about your responsible craftsmanship and why that aspect is important to you.

Having worked in fashion before, I saw firsthand how much waste is generated, not just in materials but in time, energy and creativity. Collections are designed, samples are made and then only a fraction makes it into production, with the rest discarded to start the process all over again. It didn’t sit right with me. So I took a different approach. Instead of seasonal overproduction, Sitrène creates timeless styles in limited quantities, refining each piece until it’s just right. I also believe that true luxury isn’t just about the final product — it’s about the artisans behind it. Having worked closely with these craftsmen, I’ve developed a deep respect for their artistry. These techniques, passed down for generations, are at risk of disappearing, and I want to ensure they’re valued and preserved.

Can you talk us through the process of creating a pair of your shoes?

It starts with research, observing the market, street style, exhibitions, furniture, sculptures, anything that sparks inspiration. I travel, I take notes, I collect small details that later turn into ideas. Once I have a concept, I start shaping the collection in my mind, structuring categories before beginning the prototyping phase. I work with my shape factory to craft initial forms, then with my modellista, Fabio, in Tuscany to refine them into wearable prototypes. Material selection follows, and finally the first samples are produced, adjusted and perfected until they’re ready.

Do you have a favourite design and why?

I love them all, but I also always see ways to improve them. That’s the curse of being a creative! The process excites me far more than the final product. 

What are your hopes for Sitrène?

I’m taking an organic approach with Sitrène, making sure every step feels intentional. I’m incredibly grateful to be building this brand in a way that aligns with my values, and I hope that when people wear Sitrène, they feel a little of that magic too.