4) The “made in Italy” certainly gives an added value: which are the positive and negative aspects linked to it? Which district have you chosen for the manufacture?
Well, the made in Italy certainly gives an added value. Our aim is exactly to recover and value the Italian manufacturing tradition, supporting it with a strong work on the construction of a unique mood of ours. At the moment, we produce in Tuscany. Anyway, I believe that today’s challenge for the Made in Italy is exactly not to live on its heritage. Also outside Italy they made incredible steps ahead, they are always more competitive for what concerns quality and care for the productive details. And with prices which also are very competitive. Surely, in Italy we still have a tradition and a know how which has to be considered as an asset not to be wasted.
5) When was the first shoe produced?
At the end of 2011
6) Which are the innovative elements towards which your collections went?
Since the beginning, the aim was to give birth to shoes with a classic taste yet with a different “twist”, a new and strong character. The innovative elements, then, manly regard this concept which needs to be translated into stylistic choices. For example using combinations of materials and colors on shoes. This is actually really “fashionable”, but I can assure you that when we had started in 2011, it was really a niche thing. I still remember that everybody was saying “The bicolor are nice, but they will be hard to sell”. Today they are our best sellers and if we take a look around we can see a lot of well known brands which are investing in these solutions.
8) Description of the various models and why you chose other fabrics supported by the classic leather..
Concerning the different fabric choice I remand you to what I said before. Same thing for the various models. What we always tried to make is to create a cross collection, with really classic pieces reinterpreted. We want that pur shoe could be worn by an aged gentleman and a rockstar of a certain taste at the same time, and this because what is in common between two worlds which are apparently far is the personality of who wears the item. A strong personality which is decided and can wear the same model in a different manner and contexts, depending on its tastes or the occasion.
9) Model of which you are particularly proud of in terms of selling and model you are proud of without considering the sales
The models I am proud of in terms of sales are all the ones which can have a color or fabric combination like Gatsby, Jerry Lee, Ruskin o i Kerouac. For the above mentioned reasons, it has been a winning bet. Concerning the ones I am proud of in general, there’s certainly one of the newest models that we are going to introduce really soon. It is a boot with a really determined and rock’n’roll character, with a slightly higher heel, very tight on the foot. A boot properly inspired by the 60’s. For years this kind of shoe has only been made by very trendy and fashionable brands, characterizing it with elements which aren’t therefore proper to it, because it was born in anti cultural context like the musical movement of the 60s and 70s which wasn’t related with mass production.
My idea is to remake exactly that model and to bring it to a higher level of quality realization rather than the one made by nowadays fashion houses. To give birth to a really rock’n’roll shoe but made outside of a fashion context only.
10) The most flourishing market…the market you are aiming at and why…
Well, we have approached the retail world from a little more than a year, so it still is too early to say. Regarding the markets, at East we are expanding in Japan in particular in stores like Strasburgo, Beams, Barneys Japan and others. We are really exited and happy about what will be our collaboration with Barneys in the United States. Our shoes will actually be available at the New York and Beverly Hills department stores and on their online store. In Italy, apart from our actual customers, there is still a lot to do, there is a lot of potential, even if surely the actual economical situation isn’t one of the best. We are also working a lot for other European countries. Our shoes are already being sold via many e-commerce channels (among them The Corner and No Man Walks Alone, and also a completely Italian reality like Cardano Club).
11) Have you planned the opening of a flagship store in Milan or your business ?
Well, the idea of opening a store of ours (not only in Milan..) has always been in our minds, but it’s still early to talk about it. There are many ideas and they not concern shoes only…
12) The three men on the planet which could best represent your brand (I am talking about living testimonials since among the passed ones the more appropriate would have been Steve McQueen, James Dean or Gianni Agnelli)
I would say three people which represent three different faces of our brand: the brilliant Australian singer and writer Nick Cave, who gives a unique style to everything he “touches”. Then I would say Johnny Depp, and I think we don’t need to explain why. And then the incomparable Robert Redford for everything he represents between past and future.
13) Your average customer…..
As we said we have a really vary clientele and a really wide range. The thing which is common for all of the them is the will to “distinguish themselves with discretion”, which seems to be a nonsense but it’s not by any means, especially in a moment in which menswear seems to have moved towards more self referential and eccentric solutions rather than towards character ones. Today many people don’t think on how to develop a personal style, they rather simply think on how to get noticed, to amaze. We prefer a more determined style rather than an eccentric or above the lines one.
I don’t like a man with jacket and shorts. I prefer a man with a tank top and teared jeans.
Our average customer, instead, is able to be unique even with a pair of jeans and a t-shirt, because what matters to us (as we said in other occasions) is the background culture, which means to really have values that show themselves even with each one own style, therefore what matters isn’t what you have but what you are.