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by Adriana Di Lello
Since the very beginning of civilization, people have sought to protect the soles of their feet, as witnessed by footwear fashioned out of bark, leaves and animal skins wrapped round and tied into place. Only recently, in this century to be exact, has the shoe become use-specific, meaning a variety of shoes to suit diverse occasions. This century has seen the birth of the sports shoe, for example. And each sports shoe varies in style and material according to its designated sport. The Sports Shoe These days, the world of athletic footwear is a varied, highly technological one dependent upon continuous research, constantly seeking new ways to satisfy the demands placed upon the industry. There are those who go to great lengths worthy of NASA to improve on their newest prototypes. Needless to say, the world of athletic shoe design revolves for the most part around the American giants Nike and Reebok. These two companies are light years ahead of their European counterparts. To a degree, this is due their access to advanced technology, but the primary edge is the superior advertising style, which relies heavily on well-made spots. The French have responded to the challenge with Adidas, while the Italian shoe industry has launched several lines onto the international market which are beginning to have a great deal of success with young people in the U.S. as well as in Italy. Among these, perhaps the most original of these is Superga which has recently begun using high-impact spot advertising as well.
Synonymous in Italy for sport and tradition, Superga has curved its product decisively upwards. For several seasons the footwear password has been research, particularly into shoes using new modes of workmanship and new color combinations. One of several new models brought out for summer is the innovative "Rubber", a shoe constructed completely of rubber, including the micro-perforated and completely transparent vamp, created completely without chemical substances. There is a curious model called "Prince of Wales" ,made either of combed cotton, of Egyptian mako cotton, of pure wool, of hand spun silk, or of cotton strands macramé tied in the ancient tradition of San Gallo.
Superga is looking good for Fall/Winter as well. "Rubber" makes
a return showing accompanied by three other models: "Urban Chic",
a three-eyed lace-up bootee covered in rubber and lined with fur; "
Mayfair", one of a line of «de luxe» models fitted out with
anatomical soles and available in crocodile, lizard, nubuk and even cashmere;
and, last but not least, "Tank", representing an innovation in
design, illustrated by high and low-top styles, both with tire-tread soles,
available in woodland hues.
Diadora and Asolo of Benetton Sportsystem gave some careful thought to
recreational footwear this year. Asolo has come up with lines available
in nubuk or suede for less strenuous excursions, while Diadora created
two distinct
lines: one more technical line of three incredibly lightweight models,
and a second line dedicated to the tribe of street cool. Informal and versatile,
this last collection has been drawn from the world of neighborhood street
sports which are now, if somewhat later than in the United States, driving
the kids crazy all over Italy: skates, in-line skates, skateboards and snow
boards.
Information
Many of these brands have Factory Outlets; the savings are surprisingly good.
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Made in Italy: Superga
