Fashion industry veterans Jay Adoni and David Giordano founded PLV STUDIO INC. in the Spring of 2008. After spending a decade on Wall Street and in the real estate business, Mr.Adoni, the owner of the majorly successful footwear brand LJ Simone partnered with Mr. Giordano who brought his RTW and Accessories market experience to the table. Also with a Wall Street background, Mr. Giordano headed brands such as Theory, Gene Meyer, and Sam Edelman as well as running his own showroom.

With a combined 40 years in the shoe industry, they both felt the shoe market was long overdue for an exciting new concept that was not merely a repeat of successful mass-market brands.

Inspired by hard edge European design houses and the spirit of revolution, Pour La Victoire launched a Women's footwear line for the fashion forward women who are looking for a unique way of expressing their individuality. The brand is synonymous with progressive style, extreme comfort, and high quality or as Carine Roitfeld, editor-In-Chief of French Vogue describes, "S&M Rock n' Roll Chic, a brand that has seduced all the fashionista shoe lovers."

Pour La Victoire is not only referred to by magazine editors as the "Next Big Thing", but the brand has also gained popularity among socialites and celebrities. Several fans such as Anne Hathaway, Rachel Weisz and Alexa Chung have made public appearances sporting their favorite heels, boots and sandals.