Chie Mihara launched her shoe line in Elda, Spain, in January 2002 in order to offer women something different, footwear designed by women for women, with a priority placed on design and comfort. "we're mothers, working women, active women!" she said, "and we should have shoes that match our needs. We want to look feminine, beautiful, attractive but without giving up comfort". Drawing on vintage influences ranging from 1930s feminity to 1980s humor, she began taking details from the past and reworking them to reflect contemporary esthetics and modern fashion. Her distinctive footwear quickly gained a following devoted to Chie's unique approach to comfort and style.