The return of Sergio Rossi to limelight was revealed to us when we visited its ateliers in the Émilie- Romagne region in Italy.
Sergio Rossi is a name that requires no introduction anymore. And even though the brand had been, in a manner of speaking, collecting dust in the beginning of the 21st century, it has, for two years now, come back to life, thanks to its Living Heritage project. It resulted in the brand looking into its history resulting in the creation of some irresistible model for today. This has resulted in a turnover of 62 million euros in 2017.
This comeback is explained when we go back to San Mauro Pascoli, the birthplace of famous Italian poet Giovanni Pascoli, located on the shores of the Adriatic Sea in the beautiful region of Émilie-Romagne. A few paces from the seaside city of Rimini, the legendary landscape chosen by Fellini for Amarcord. This is where Sergio Rossi was born in 1935. It was also in San Mauro Pascoli that these shoes were created, in a factory spread in 10,000 square metres with 7,000 square metres for commercial and creative offices. This factory is one of the most well executed in the domain of Italian shoemaking, which fell victim to a rapid drop in activity at the turn of the millennium, before it was reborn from its ashes in 2016.
The label has found its sheen again and it is, first, thanks to its CEO, Riccardo Sciutto. When, at the end of 2015, the financial group Investindustrial bought over all of Sergio Rossi from the Kering group, and as of the spring of 2016 he was in full control of the brand. And extravert and enthusiastic person, Sciutto decided to release, “this beauty from the sleeping forest” of oblivion which the mark had stumbled into some years ago. “My drive comes from the story of my family,” he said.
As it were his grandmother was running a fashion boutique in 1950, where one could purchase fur and cashmere, his parents had contributed to the expansion of the store and also opened up a factory for the same, where their did work for other houses as well such as Max Mara. He began is individual journey in fashion by working first for Calvin Klein and then moving on to Pomellato and Hogan.
He continues in the calm, sunlit setting of his offices in San Mauro Pascoli, “One should not change products every season, even the least liked ones, because then clients will not know you for being loyal. It is better to remain coherent and observant, change things around and perfect certain lines.”
“Whenever you do something do it to the best of your ability, and be read to take anything in your stride.”
“To be inspired by then young Sergio Rossi, the past of the house, while reconciling that with the reality of the numbers game.” And don’t forget about the designer desire to make shoes available to women all hours of the day and night.