Missoni launches sustainable sneakers – WWD

MILAN – Missoni wants his end of the market for desirable sneakers.

True to the current strategy of refreshing the brand’s image and making it more relevant to younger generations, the Italian luxury company is launching its first collection of sustainable sneakers.

Missoni has teamed up with Milan-based shoe start-up ACBC – the acronym for Anything Can Be Changed – specializing in the production of eco-friendly shoes. The company, which was started by CEO Gio Giacobbe and Creative Director Edoardo Iannuzzi in 2017 via Kickstarter, has previously collaborated with EA7 by Giorgio Armani, Alice + Olivia, Love Moschino and Save the Duck.

Made in Italy from sustainable materials made from wheat straw and recycled plastic bottles, the new line of Missoni sneakers reflects the aesthetic of the fashion house through a mix of bright colors, vibrant graphic patterns and knit inserts.

“We have finally found a partner who does business with full respect for the values ​​of sustainability,” said Livio Proli, CEO of Missoni, who joined the brand in May 2020, praising “the best balance between Missoni’s aesthetic codes. and ecological footwear Made in Italy manufacturing technology in order to fully express our continued attention to beauty, style and quality.

The Missoni line of sneakers will be available in physical and online Missoni and ACBC stores from September at retail prices ranging from 265 euros to 395 euros.

Under Proli’s leadership, Missoni, who in 2018 received an investment from FSI, the Italian fund that acquired a 41.2% stake in the family business, is undergoing a reorganization, also aimed at mitigating the impact of COVID -19 crisis on the brand.

As reported, Missoni, who froze the M Missoni line designed by Margherita Maccapani Missoni, announced that longtime Creative Director Angela Missoni, the daughter of founders Ottavio and Rosita Missoni, is stepping down, while remaining president of the house. fashion. At the head of the women’s line, she succeeded her right-hand man, Alberto Caliri, who made his debut as creative director with the resort 2022 collection. The men’s line, which was previously designed by Angela Missoni, is now creatively led by a design team. As Proli said in an interview with WWD, his goal is to maintain the brand’s high-end luxury positioning, while expanding the collections with a more extensive product line, including entry-level items. such as sneakers.

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