![]() Regarding the “steps” of Premiata in the sneaker world, it all started in 1995, when I brought to the market the first sneakers, which consisted of a reinterpretation of vintage football shoes. I was surely very impressed by the Belgians – their dark and twisted minimalism and free approach to fashion – and I aimed at creating a bridge between the classical style of hand-made shoes and the shapes and proportions of workwear shoes, bringing new materials into play. I was inspired by different styles and influences. For this reason, we did our first sale campaign in 1991 in Paris, and at that moment the so-called Antwerp were taking the city – and the fashion world – by storm. What has the evolution of the brand over the last twenty-five years been?įrom the very beginning, I decided to have a more international approach. The result of the most exquisite Italian manufacturing tradition, today Premiata is also and above all synonymous with modernity. In one word, I brought “modernity“ to the company and opened the door to the future, which led to the creation of the brand Premiata in 1991. My father was more focused on classical shoes, while I managed to merge the classical part with more fashion-oriented elements. On the other hand, on a style and design level, I brought new freedom in the creative process, which opened itself to “internationality” and managed to enter the fashion segment. I was able to create a synergy between modernization processes and the tradition of the company. On the one hand, I decided to industrialize the business, which was at that time very local and artisanal (like in the whole area), buying new machinery, new equipment and adopting new production techniques – all this without losing the craftsmanship know-how of the company. I´m still very thankful to him for the trust he put in me, even though I was very young and rather inexperienced. When I entered the family business in 1981, I was just 21 years old, but I was given free rein by my father for reshaping the company according to what I thought was right to do at the moment. And the Marche is also a great touristic attraction because of its breathtaking landscapes. The Marche is also one of the most interesting parts of Italy – it is the birthplace for great cultural figures such as the Italian opera giant Gioachino Rossini or Italy´s greatest poet Giacomo Leopardi. In this area most of the people were at some degree involved in the process of shoemaking the leather for shoewear was coming from the harbor of Ancona – the Marche main city – and then distributed in the region. ![]() This region is known for being the main historical district for high-quality shoes manufacturing in Italy. The company was founded in 1885 in Montegranaro, a small city in the Marche region. Hi Luca, please to meet you! The story of Premiata is multi-faceted and reflects the history of Italy and that of the region where Premiata was born – the Marche region – a region located in the center of Italy.īehind the brand Premiata, that I founded in 1991, there is a shoemaking company which belongs to my family for many generations. Hello Graziano! How and when was Premiata born? We met Mazza some days ago and that’s what he told us… SHARKY is the latest model that expands a (constantly) growing family: the design, colors and unusual cuts make it an exclusive object of desire for all over the world fans of the genre. ![]() Instead, it is in 2009 the launch of the sneaker line, inspired by retro-running shoes from the ’70s of the sneaker line. In 1996, Mazza launches a shoe-line with sophisticated uppers and rubber soles, while anticipating the “urban sneakers” trend of several years. It is ten years long refined, studied revolution the one of the made in Italy brand and its CEO and creative director, Graziano Mazza.įounded in 1991, Premiata formalizes in its baptism a family tradition born in 1885 in Montegranaro in the Marche. The revolution started by Premiata should be inserted in this context. The renewed power of sportswear, the hegemony of streetwear, the “movement” of famous collectors make sneakers the most hype element of the new breaking-fashion. ![]() Originally used only for sports, they are now an indispensable complement to informal (and even formal) outfits. Trainers, runners, takkies: commonly known as sneakers, athletic shoes are a manifesto of the contemporary globalized society. “If there were something that I was going to endorse, it would probably be something like sneakers.” – Justin Timberlake, singer
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