Shoetube

Oh, my God, shoes.

By CHRISTINE LIU

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In what may be the next online shoe-centric phenomenon—in the fierce glitter-strewn aftermath of "let's get some shoes, betch"—Shoetube plants its well-shod toes firmly in the universe of shoes and its obsessed legions thereof.

The website (launched on February 14) takes the reins with short, snappy, strangely addictive video clips. The range stretches from words of wisdom via hardcore Oakland sneaker chicks to a veritable catfight between a leopard-print stiletto and blindingly metallic boot at the World Shoe Association tradeshow in Las Vegas. With cheeky correspondents filming on location in Boston, New York, Denver, Los Angeles, San Francisco and Miami, this global-reaching community is the first in-house new media project from Somerville-based Powderhouse—perhaps better known for their production work on science shows and documentaries for the Discovery, History and Learning Channels. Cue handsome new turf.

"It's about connecting women all over the world through the love and enjoyment of shoes," says Bill Lattanzi, Powderhouse creative director and editor-in-chief of Shoetube. "Someone called it the ESPN for women," he jokes. "But it's universal—people have connections with their shoes, and they like to share." In addition to the site's video clips, both professionally produced and user generated, a written blog exudes a collective female fervor. The fashion-obsessed savvy elbows for virtual space with a "housewife in Ely, Nevada, writing about cooking dinner in her red pumps," recalls Lattanzi. From neon zipper-pocket KangaROOS to precious Badgley Mischka heels, any shoe is game for a couple minutes of pixelated lust and scrutiny.

"[Fostering Shoetube] is like building a skateboard park and inviting them all to come and skate," Lattanzi explains of the interactive, fan-driven dialogue. "It's the power of the web, connecting people in one place—what could be more democratic than that?"

[Shoetube by Powderhouse Productions. shoetube.tv, powderhouse.net]