A matter of shoes: an interview with Graziano Mazza, founder and art director of Premiata

Premiata, modello Zac

Premiata is an Italian shoes company that never stops. Despite the successes and confirmations at market level, especially with regard to their iconic sneakers, the brand is constantly evolving, since 1991, year in here was born. Graziano Mazza, founder and artistic director tells all this in this interview.

Compared to when the brand was born, what are the new values introduced and which, on the other hand, have been changed?

The Premiata brand was born in 1991, with my arrival at the head of the family company, existing since 1885. The new approach was essentially: research and innovation, which remained unchanged over time. The new aspects taken into consideration are: to bring the founding principles on different products in this case sneakers, faced by me since 1996, but actually exploded with a new project in 2009 and that today represent the majority of the turnover.

What is the secret of the sneaker that, from its creation, makes it one of the best-selling accessories in the history of fashion in the last century, according to your point of view?

Practicality, ease.

Premiata, modello Steve

In addition to sports shoes, you produce a more elegant and sophisticated line: is the customer type the same or does it change?

Our products have many personalities and for this reason we think we are able to reach many customers.

How do you manage to be innovative and a leader in your field, when the field of production is limited to a garment, although on your site you can buy other products, such as jackets?

Trying to understand the moment and anticipate it and not just in the product, but on every aspect. Innovation is on every level of business strategy.

Premiata, modello Sean

What is your point of view on the made in Italy and the current fashion situation from the point of view of the market?

We do not believe that made in Italy is represented by the fact in Italy, but the “conceived” in Italy. Certainly on some work, like leather shoes or heels, the fact in Italy is an added value, but, for example, in sneakers we use the best leathers and fabrics that are Italian, but the construction of the tomai is made in Vietnam because they are better than us. But the style is still ours and, thankfully, we recognize it.

What are the plans for the future?

We have many and each product will have its own personality that will integrate with others.