We've been following the Greats Brand hype on Instagram for a minute, so we're thrilled to finally see the online shop go live. Greats is a direct-to-consumer men's footwear company promising us a high quality shoe at a fair, even "disruptive" price—no middleman, you see. Greats's site says its shoes are designed in Los Angeles, handmade in Leon, Mexico from materials from Tokyo with some soles originating in Italy—and, might we add, to be worn by influential #menswear bloggers in NYC. Greats sells The Wilson (a canvas lowtop, available in red, white, and blue) for $59 and The Royale (a deerskin upper sneaker with Italian Margam sole available in grey, brown, and black) for $99.

The Greats is live and taking pre-orders. Our advice is to order soon as Greats predicts a sell-out.