In year 2021, Emanuele Formentini and Riccardo Chiacchiera, two young experts in the footwear sector, decided to combine their strengths and ex- periences in the design and production of footwear to create Ho’op, a new brand with a modern and inclusive vision specializing in the production of sneakers made of only high-quality leather and materials. The two owners tell us about how they started their success.
Let’s talk about the Ho’op project. A rather exotic name.
“That’s right, the term Ho’oponopono is a Hawaiian slang that does not have a precise meaning and which is used to say “get moving, get busy”, a sort of mantra: a call to action and at the same time a wish.
The project was born during the pandemic; our wish was to give a message of hope. After emerging from that terrible period, the message was still effec- tive and current: in a constantly evolving society like ours, Ho’op also means leaving your comfort zone and taking some risks. Which is exactly what we did, creating this brand.”
You two are integral parts of the project itself, and so are your per- sonal skills. Tell us in broad terms about your career before Ho’op.
Emanuele: “Twelve years ago I was a pizza chef. Then an opportunity came that changed everything. Tod’s, a well-known fashion brand, launched a de- velopment project and hired me. With the help and supervision of an expert tutor, I began to learn the art of pattern making. It was a period of intense growth and learning, during which I acquired many new skills and developed a big passion for footwear. After three years at Tod’s, I joined a well-known local footwear company, where I had the opportunity to deal with some of the largest fashion brands in the world, including Moncler, Valentino and the Staff International group; this experience allowed to further refine my skills and better understand the fashion industry. Then, almost by chance, while playing football, I met Riccardo…”
Riccardo: “I started my career in the fashion world right after high school, with a training for pattern makers and shoe technicians. I have worked in various companies, covering different roles. I gave up opportunities in im- portant companies (NeroGiardini, for example) to work in smaller factories, where I had the chance to acquire a complete knowledge of the footwear sector in detail.
Even if I frequently changed companies, my work put me in contact with renowned high-end brands, including Philipp Plein; then, I settled in Monte San Giusto and worked in a design studio collaborating with top brands. By chance, I developed models of the company Emanuele worked for. After ha- ving met each other in the football field, since that time we were constantly in contact.”
How did the idea for the Ho’op brand come about?
Riccardo: “Even if we were grateful to everyone who trained us at work, it was time for change: we felt like to be more autonomous and to create something of our own and fully express our creativity.”
We believe that everyone should enhance his personal strengths; when you find the way to express them, you give a significant contribution to the entire production process. We base our business on this fundamental principle.”
Emanuele: “We were a ship ready to leave. Experience working with major brands gives you considerable expertise, and teaches you to identify and correct any errors, creating the foundation for a new beginning. Our goal was to produce a sneaker that transcended the role of a simple fashion accesso-ry. We wanted it to be an emblem, a symbol, that would convey a powerful message through attractive design and comfort.”
How do you develop your models?
Riccardo: “The process begins with an in-depth analysis starting form com- ponents and materials and then goes on with the research and development phase, which culminates in the final design of the product. This initial process takes place 100% in our laboratories, then we outsource to various tertiary companies of our area, the Marche region, whose footwear vocation is re- nowned throughout the world. All our samples are made in Italy, including the basic designs and the materials they are made of. Regarding production, we rely on tertiary companies abroad, using foreign labor for commercial and costs reasons.
The result is our Rewind collection for example, a real firework of colours, ideal for those who want to stand out with vibrant energy, perfectly in line with our “Get in the loop” payoff : enter the business with very high quality sneakers”.
Quality that a prestigious achievement recently proved: your partici- pation in Pitti Immagine Uomo.
Emanuele: “The experience at Pitti was rewarding. It was among the fairs that we identified as priorities. We submitted the application with moderate expectations, considering that one year ago we were not selected, however this time we were invited to participate. This validated our progress. Eviden- tly, our new product launches and the investments made in marketing and advertising were taken into account, demosntrating our overall and effective commitment to growth.
Riccardo: “Being selected to participate in such a prestigious fair, perhaps the most important one in Italy, was a great honor, and being there also in- fluenced the perception of agents and other professional figures, who began to consider our brand in a different light. Real players.”
