A handful of years ago, I started meeting people, traveling around Italy and then abroad (remember I was on vacation in Mykonos …), wearing fleece pants, but made exactly as classic trousers: front pockets, back pockets, zip fly front … maybe today will seem trivial, but then it was like a small revolution, and everyone stopped to look at the product that combined a classic style with the comfort and practicality of the fleece. Above the right front pocket was a small printed logo, Shoeshine … the name by which the US military in Italy, at the end of World War II, called the boys to get shoes shined in exchange for a few pennies, even if we people understand (and then passed on) the name of sciuscià –boys.
I do not know how many were sold in those sweatpants. t^They cost about 50 Euros (even less) and shops of the Adriatic Coast were forced to make an almost daily supply.
After that stroke of genius, Marco Samorè was put in a team with Andrea Curti to transform an idea into a real brand and so, in a few season has grown one of the most amazing phenomena streetwear in Italy over the last 20 years .
We met the boys for a chat and to hear what their intentions are and where they are going.
WHEN IT COMES SHOESHINE? TELL ME SOME HISTORY AND HOW TO GET THE MEETING BETWEEN YOU TWO, MARCO ANDREA?
Andrew answers: Shoeshine was born around 2007, just for fun. The project started in the first place in Emilia Romagna, the brainchild of Marco, thanks largely to the fleece pants getting a great response from the market.
Then to extend the project to the national level, we decided to join forces, the winning idea by Marco correlated with a strong entrepreneurial spirit and my experience sales and distribution have made that Shoeshine to turn into a real samples distributed throughout the Italian market.
WHY THIS NAME?
Astral combinations…
HOW MUCH WAS IT IMPORTANT TO BE FROM EMILIA ROMAGNA IN THIS PROJECTS? F
We are aware that we live in one of the most receptive of Italy and this definitely helps us a lot to keep the trained eye!
THE SWEAT PANTS. WITH POCKETS AND ZIP FLY. A BEST-SELLER. HOW TO GET THIS AND INTUITION AS IS IMPORTANT TO HAVE A PIECE SUCH ICONIC CASTING AND CLAIM YOUR BRAND?
IN THAT WAY, THEN YOU ARE ABLE TO PASS FROM A BRAND PANTS TO A FULL 360 DEGREES?
Fundamental to start on the right foot!
After that, however, to ensure that a single product will turn into brand must build him around a project with clear and authentic content, and to do this you have to have a first love at 360 ° for the fashion world, being stubborn not to give up at the first difficulties and have a very clear idea and believe in it without being influenced by facile and misleading opinions!
HOW MANY STORES ARE THESE NOW?
Including adult and child about 600 stores.
HOW CAN YOU DEVELOPE SO MUCH IN TIMES OF CRISIS ?
Surely the credit for this success is due to several factors that depart from the passion of every single person involved daily in the various compartments and distribution company. Of course, with the addition of astral combinations in our favor.
THERE IS SOME TYPE CATEGORY THAT YOU HAVE NOT YET FACED BUT THINK OF DEVELOPING MORE AND BETTER IN THE FUTURE? I THINK THAT IT SO THE JEANS, JACKETS TO, THE ACCESSORIES SUCH AS THE SUNGLASSES …
We are more than convinced that the power of a brand comes from the clear message that you stamp at the beginning of the project. Shoeshine has always offered on the market types of items belonging to the mood of street style (sweaters, fleece pants, shirts, jackets) and this radical choice is perceived by our customers as a message of authenticity of the product.
THE CHOICE OF THE PRICE. IN MY OPINION SHOESHINE HAD AN EXTRAORDINARY SUCCESS AS YOU ARE ABLE TO KEEP AN AFFORDABLE PRICE, VERY OFTEN LESS THAN OTHERS STREETWEAR BRAND OF YOUR SEGMENT, BUT NEVER IGNORE THE QUALITY. AM I WRONG?
IS THIS A POLICY THAT KEEP YOU THINK OF THE FUTURE? YOUR CUSTOMERS MAY STILL BE IN THIS REGARD?
The value related to an innovative style is undoubtedly one of the main levers that will always make more difference to carve out a small space in the market that is flooded with multinational companies, and we believe we will continue to present the collections starting from this principle.
A SEASON IN THE NAME OF THE PATTERN. FLOWERS EVERYWHERE. WHAT WE EXPECT FROM THE NEXT COLLECTION?
Surprise …
HOW DOES A COLLECTION BORNS? WHERE DOES THE INSPIRATION? HOW DO YOU DO RESEARCH?
Our collections are always born from a general comparison on what offers the world … By all means … From the Internet world, from the input we receive from our customers, from the guy who comes into the office with a unique look!
FURTHER DIFFICULTY: SHOESHINE WORK ON PLANNED: OR DRAWING COLLECTION AND THINKING THAT WILL ARRIVE IN STORES ONLY ONE YEAR (AND BEYOND) AFTER. UNLIKE THE FIRST BRAND OF SO CALLED ‘FAST FASHION’ THAT ARE LIMITED TO PRODUCE IN REAL TIME THIS GOING TO FASHION, YOU HAVE TO DO A LITTLE WORK ‘TO PREDICT THE FUTURE AND WIZARDS … TRY TO GUESS WHAT WILL BE ON FASHION NEXT YEAR. HOW DO YOU ALWAYS GET THE RIGHT CHOICE?
Astral combinations…
HOW WOULD YOU DESCRIBE SHOESHINE TODAY IN 3 WORDS?
Three words are too many. Shoeshine Shoeshine is! – LOVE YOUR SELF!
SHOESHINE AND ABROAD. A GREAT SUCCESS IN ITALY. HAVE FINALLY DECIDED TO FACE THE FOREIGN MARKET? IF YES, HOW?
Most likely we will present the next edition of Bread & Butter to be held in Berlin in January 2015.
HAVE YOU EVER RECIVED AN OFFER TO SELL YOUR BRAND? IF TOMORROW WILL ARRIVE ONE IMPOSSIBLE TO REFUSE.. WOULD YOU SAY YES OR IS IT FOR YOU SOMETHING ‘NOT FOR SALE’?
Yes, during our journey we have already received some offers but not especially interesting for the good of the Brand.
As long as we have this positive energy we prefer to keep our feet on the ground and keep working like the first day, then of course if tomorrow came a ‘must-offer will evaluate to see if it really is a must!
GOOD LUCK
BOYS.
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