Our Story

OUR STORY: ROOTED IN HERITAGE, DESIGNED TO STAND OUT

SMR23 is not just a sneaker brand — it’s the result of a century-long journey of craftsmanship, creativity, and innovation.

Founded by Eric Semerdjian, a Marseille native of Armenian descent, SMR23 carries a rich legacy. Eric is a third-generation shoemaker, continuing a tradition that began in the 1940s when his family — Armenian artisans who arrived by boat in 1923 — created the first women's shoe collections in Marseille. Back then, the family business was focused solely on the Provence region. Today, that legacy lives on with a fresh, urban spirit.

After years of working with top shoe ateliers in Italy and Spain, Eric launched his own brand in 2016 with his wife Sylvie — Semerdjian, also known as SMR23. Designed in Italy and produced in Portugal, SMR23 sneakers fuse bold creativity with expert craftsmanship. The brand collaborates with four high-end European workshops: three in Italy and one in Portugal.

But SMR23 is more than fashion — it's a vision. Eric Semerdjian is also a business consultant, author, and civic leader. He has served as President of the Franco-Armenian Chamber of Commerce and Industry, leads regional development with Provence Promotion, and advocates for social innovation as a Municipal Councilor in Marseille. His broader mission? Championing sustainability, inclusivity, and the common good — values that inspire the soul of SMR23.

Our sneakers are not mass produced, and the brand does not have an official global website. That’s what makes each pair special.