Javier Goyeneche’s label Ecoalf has been putting the future of our planet at the forefront of his brand since 2009, way before sustainability became the fashion industry’s favorite buzzword. “I wanted to create a truly sustainable fashion brand,” he says when we sit down to discuss the new collection before it heads to Pitti. “[I] believed that the most sustainable thing to do was to stop using natural resources in a careless way to ensure those of the next generation. Recycling could be the solution if we were able to make a new generation of recycled products with the same quality and design as the best non-recycled.”
Of course, no Premiata collection would be complete without the accessories and, crucially, the footwear the brand is renowned for. Graziano Mazza launched the brand back in 1996 with a range of shoes with sophisticated uppers paired with a rubber sole, styles that the brand says anticipated the domination of sneakers within the fashion industry today. In 2009, Mazza grew inspired by the silhouette of ’70s running shoes and created a new family of Premiata styles that are still at the forefront of the brand today: elegant uppers with an update of the rubber soles, this time printed with patterns usually reserved for apparel.
Anticipation of global trends is integral to the brand’s approach to its products. As the label tells us, “for many brands, interpreting the same concept over time is the norm to be respected. Premiata on the other hand, has never followed the "trend," in fact it has often anticipated it, distinguishing itself for its innovative ideas with a strong emotional impact [and] unprecedented, provocative narratives, different from the proposals of the moment.”
With this in mind, we’re excited to see what the brand unveils at Pitti 101.