Interview: Alberto Franceschi tells about the Hide&Jack sneakers

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Sneakers made in Italy. A simple sentence that if not developed as it should, risks dying there, once pronounced. Alberto Franceschi knows this well, whose creative flair – together with that of his brother Nicola – led him in 2014 to found Hide&Jack, a footwear brand, in fact, made in Italy. Already at the feet of many top influencers and models, including Bianca Balti, the brand was created with the aim of combining the materials and colors of the gymnastic shoe in an unusual way. As Franceschi himself says.

Alberto, what were the reasons that led you to found Hid&Jack?

My great passion for fashion. When I was a teenager, it was a lot of fun helping my friends to change their look, to make them more cool. Creating my own label has always been my dream, so Hide&Jack was born. The naming of the brand is inspired by the famous novel Dr.Jekyll and Mr.Hyde, the story of two different characters, but united at the same time, a bit like the sneakers we have created, you need just a look good on them to understand it. I believe that each of us has more than one personality, people are not “one thing” and fashion can help us to express ourselves to the end and, above all, I always like to remember that clothing is our first visit ticket.

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What is of Dr. Jekyll and Mr. Hyde in your sneakers?

The design of our product revolves around these concepts: contrast, ambivalence, duplicity. In fact, sole and upper often express different sensations, thanks to the careful choice of materials, colors and details. Our sneakers, depending on the model, can be perfect both for a casual look, but equally suitable for a more classic dress. In our first advertising, in fact, I had put my face, as they often say, making me portray with a pair of our most iconic sneakers and an elegant dress.

And between you and Nicola?

In a sense we are a bit Hyde and Jekyll, in a positive sense of course! He knows how to do things I’m not capable of, and vice-versa. Nicola is in charge of the administration, he is the concrete one, but I am the creative one dealing with the image of the brand and the product design. Together we complete ourselves.

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You produce in Italy, why this choice?

We have chosen to produce in Italy for two very simple reasons: the first is the love for our land and our Venetian roots; the second reason is that only in this country is it possible to make a product like ours, with such high standards. We have therefore created a brand within another great brand: made in Italy.

What relationship do you have with social networks?

It seems paradoxical but I “hate” social networks, make you a slave in some way, we believe we use them only in the pauses or to check them, but in the end they distract us too much from reality and everyday life. In my work, however, they have become essential tools to know the trends and to make ourselves known.

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How do you relate with customers?

Customers are in first place, always! I consider them as if they were “my boss” and it fills my heart to feel their satisfaction with our product. For the customers I will always give my best, because without them all this would not exist. Recently I was invited to attend an event organized by a renowned store, our important client. Although unfortunately I was in a hurry because a few hours later I would leave for a long business trip, I stopped to comment on our product with the customers who wear our creations, I received new incredible incentives to do even better. I owe a lot to these people because my dream came true thanks to them who believed in me!

Imposing yourself as a brand is not so easy, what is your long-term strategy?

Creating a brand and establishing itself as such is one of the most difficult things in the world. If I look back, I’m honest, I do not think I would be able to repeat all this. Luck, determination but above all passion have guided me to here. Long-term strategy? Top secret of course! Our brand has in its DNA the desire to communicate in a transversal and unconventional way; our workhorse, however, are our products that transmit value through an exclusive design, the research of materials and the great attention to detail. Nothing is left to chance, we want our customers to always feel special when they buy and wear our Hide&Jack.