Unofficial DreamLab concept · Proposed visual identity

East Village, New York · Since 1997

Keep the shoes.
Carry the stories.
Come to Firm.

Shoe, bag, watch and luggage repair. A family craft, here on Fourth Avenue.

Shoes held by their laces, from the original Firm website
116 4th Avenue · New York, NYShoes · Leather · Watches · Keys

A little attention. More life.

What needs a repair?

From worn soles to a favorite bag, explore the services below. Call to discuss your item and what it needs.

Shoes & boots
Heel lifts and rubber heels; protective, half and full leather soles; toe and heel taps; tips and rips. Shoe shine, dyeing, zipper repair or replacement, and stretching for width, height, length or calves.
Bags & leather
Cleaning and conditioning, rip and seam repairs, straps, clamps, and zipper repair or replacement. Ask about custom repairs for your leather item.
Watches
Battery, strap and glass replacement, damage diagnosis, overhaul services and mechanism repairs.
Luggage & keys
Custom luggage and leather repairs, plus copying for most keys. Call about your particular item or key.

Between visits

Care that carries on.

Explore the original care catalogue: polish and color, cleaning and protection, comfort inserts, and everyday accessories. Call for current in-store availability.

Saphir shoe cream from the original product catalogue
Polish & color
Tacco leather insoles from the original catalogue
Insoles & comfort
Cedar shoe trees from the original catalogue
Shape & everyday care

Creams, dyes, cleaners, conditioners, water protection, brushes, insoles, heel cushions, stretchers, shoe and boot trees, laces, shoe horns, boot jacks, overshoes and umbrellas.

Explore the original product collection
Shoe display photograph from the original Firm catalogue
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection
Care product from Firm’s original catalogue
Original catalogue selection

Product photographs are preserved from the original catalogue. Current stock, sizes and colors may vary. Amazon purchases linked on the original website are supplied by other businesses.

See original product details ↗

A family craft

Rooted in the
East Village.

Alex opened his first shop with his father, Simon, in 1997. Their family’s connection to shoemaking reaches back another generation.

The shop moved to its current home in 2006. Today, Firm continues that tradition of repair on Fourth Avenue, near Union Square and Greenwich Village.

Leather shoe photograph from Firm’s original About page

Fourth Avenue, New York

Bring your
favorites by.

116 4th Avenue
New York, NY 10003

Get directions ↗

Plan your visit.

Monday–Friday8am–6pm
SaturdayClosed
SundayCall to confirm

Please call before a Sunday or holiday visit to confirm hours.