Exhibitors Spotlight: Premiata

Exhibitors Spotlight:
Premiata

Editorial

Edition 101

10.12.2021

Stepping Into the Future With Premiata

Exhibitors Spotlight focuses on a selection of brands exhibiting at this year's Pitti Uomo, showcasing their upcoming collections and special upcoming projects.

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.

Thus, “the Premiata brand is very often associated with alternative creativity and research accompanied by a premium design and construction technique. Graziano has always followed this way of being, also supporting completely different ideas in communication, often not even understood until long after. However, [the creations are] almost always copied a lot.”