Daughter's TikTok videos revive father's Shoreditch shoe store

A man named Rachid Lazraq has a shoe shop in London called Rich Collection Italia.

He has run the shop for 34 years.

For a while, the shop was struggling because the neighborhood was changing and rents were getting very expensive.

His daughter, Zineb, wanted to help save the store.

She started posting videos of the shoes on an app called TikTok.

The videos became very popular with people on the internet.

One video called the shop a 'hidden gem,' and lots of people saw it.

Soon, many young people came to buy the shoes.

The shoes were just what young people wanted because old-style Y2F fashion was coming back.

Now the shop is busy again, with customers lining up to buy shoes.