TFR Shoes officially launches at Sundance Film Festival

Women supporting women is at the heart of TFR Shoes. As a Park City based company, the Women at Sundance event on January 25, 2025 was the perfect place to introduce the TFR collection and to have a hand in uplifting women in the film industry.

The road to co-sponsoring Women at Sundance began with an introduction from Pat Mitchell, a trustee of the Sundance Institute and a fellow member of the International Women’s Forum (IWF). We asked if she was aware of any opportunities to support women at the festival, and through her we learned of this event and its origins. Women at Sundance started in 2011 in the home of finance executive and women’s leadership advocate Jacki Zehner. Zehner, Mitchell, and other founding supporters started with an informal invitation for women to come together and create a stronger presence in the industry. In the 14 years that followed, the event has grown into a movement where industry powerhouses lead important conversations about women in film. Past speakers and guests include icons like Geena Davis, Gloria Steinem, Jennifer Seibel Newsome, and, this year, Amy Redford and Glenn Close (whom I had the pleasure of sitting next to!).

Thanks to Pat’s introduction, TFR connected with Jackie Zehner and the She Money team, who hosted this year’s event at KILN in Park City. 150 women from the film and technology industries attended, creating an inspiring atmosphere of sisterhood and support. TFR Shoes participated in the event’s pop-up shop with She Money, giving guests the opportunity to browse the collection firsthand and try on shoes. The most unforgettable part of the day, however, was Tori standing on stage to share the TFR Shoes story and officially announce the brand’s launch.

Outside of Women at Sundance, TFR Shoes also took part in Park City Fashion Week, held at The Marquis on Main Street. This event showcased local Utah designers and Park City boutiques while attracting hundreds of fashion enthusiasts. Another great chance to introduce TFR Shoes to the local community! Our booth gave guests the opportunity to explore the collection up close, appreciate the craftsmanship, and have their questions answered.

Joining Sundance was a great honor, but also just the beginning for TFR Shoes. As the company continues to grow, we are committed to deepening its roots and forming meaningful partnerships with fellow women-led businesses. Next in Park City is a trunk show at Grace Clothiers on Main Street, from March 13th-15th. Here, audiences who couldn’t make it to Sundance will have a chance to view the collection in person and learn more about TFR’s mission. We look forward to seeing you there!

The enthusiasm at Sundance reaffirmed what we have always believed: that today’s women demand more from their footwear. They won’t sacrifice comfort or function for beauty, they need all three. TFR Shoes was created for women who lead bold, active lives and refuse to be slowed down by their shoes. As TFR Shoes continues to grow and connect, we’re excited to be giving more women access to shoes that support them – in all ways.