Artioli, Sneakers and sustainability

The great classics of Artioli men’s footwear return to Micam at every edition with their unique and recognisable style, the result of over a century of experience in footwear tradition handed down through four generations. Increasingly popular, however, are the sneakers. Andrea Artioli talks to us about the research carried out on a trend that is not going to stop and the plans for a more sustainable shoe future.
Andrea Artioli, what prompted the decision to invest in the sneaker?
“Generations of young people have grown up with sneakers on their feet and, now ‘spoilt’ by comfort, can no longer wear the traditional shoe with a leather sole. I think going back is difficult or even impossible. Sneakers have become a mass phenomenon, suitable for every occasion, from casual to formal situations. That’s why we are investing a lot in this project. With my son Alberto joining the company, we have developed and gradually expanded our alternative to classic footwear. Alberto is extremely creative, his artistic training starts from childhood. He knows the world of sneakers very well, and today he designs the styles and follows their production. He loves craftsmanship and makes the uppers in small limited series’.
What is the demand?
“Right now we have almost double the demand compared to our production capacity, but in order to wear an Artioli sneaker the customer is willing to wait months. There is currently a very strong demand from China and Africa, especially Congo, Nigeria and South Africa where the number of new wealthy people is increasing. We can make six thousand trainers a year: we are trying to increase productivity, but it is not easy. We have hired six new people because we intend to produce at least ten thousand pairs in two years. By increasing productivity we will also be able to lower the final price of the product, to make Artioli footwear available to a wider range of consumers’.
And compared to the classic product?
“ For the classic, demand is even three times higher than our production. To absorb inflation we had to increase prices, the wait for the end customer is long, but those who know Artioli footwear are willing to wait, as I said. The real problem is turnover. It is very difficult for an artisan company that makes excellent footwear like ours to find workers with the necessary qualities and skills: to transmit our art to young people, we have created a small Academy within the company’.
You are a virtuous example of a family business. Apart from Alberto, do your sons Amedeo and Alessandro also carry on this great passion?
“Amedeo and Alessandro are respectively finishing and continuing their university studies in marketing and communication. All three brothers have an artistic vein and, although they have different characters, they are very close and supportive of each other. I would like the eldest, who is about to graduate with a master’s degree in marketing, to devote himself to the development of the Metaverse. I would of course be happy if all three took an interest in the growth of the company, there are still so many opportunities. I was lucky enough to be supported by my grandfather Severino until 2004 and my father Vito until last year, two great men who taught me so much”.
Apart from the solid base of numerous sales outlets around the world, how much does your e-commerce shop feed the business?
“We started developing e-commerce four years ago in an almost crude way. The pandemic has fostered its growth and today it is the Artioli shop that sells the most in the world. A tool for international visibility that has been very successful’.
What are your plans for the future?
“My grandfather and my father dedicated themselves exclusively to the shoe manufacturing, over time I have also developed the production of belts and then bags by acquiring and transferring to the company the activities of two historical workshops in Milan and Varese respectively. I intend to proceed in the same way with the manufacture of leather jackets. All according to the Artioli philosophy, which includes selecting the best Italian tanneries and the best quality leather. We are committed to making footwear more sustainable, selecting ecological tanning processes that will make the hides more biodegradable. We offer a resole service to extend the life of the shoe and will launch a worldwide take-back project for second-hand shoes in exchange for a discount on new. First through e-commerce and later also through retailers. The idea behind it is to reclaim second-hand footwear and then donate it to a part of the world that economically could not afford our product. The moral ethics of contributing to society with a service that makes our skills available in an altruistic way for the common good’.

ARTIOLI – artioli.com – www.artiolimilano.com/shop

Andrea Artioli at the latest edition of Micam: classics and sneakers for next autumn-winter