I remember speaking, in its infancy, with Mauro Simionato, one of the founders of the brand (now exited from the group to pursue other projects) and I had confirmed that, to succeed in Europe, the shoe would fit into the band around 90-100 euro. The reference, then, was to civilians shoes, as Pointer I say, for example. While brand shoes with more complex construction, see Red Wing, there were a few dozen euro more on the market and being established brands were the natural choice of a final public that, especially in northern Europe, wanted to invest in a shoe climatically ultra reliable to face the winter seasons.
The brand after the outburst of enthusiasm found in many stores who applauded the arrival of an Italian brand so innovative and bold (I speak without having numbers in hand, but with the simple feeling of what I’ve seen around in the windows) I had the impression that in Italy has registered a decline due, on the one hand, physiologically, to the economic situation, on the other, to a product, appreciated by experts, has not found yet fully embrace the general public, that is reading the product more closely linked to factors such as brand, price, taste more ‘commercial’ of the moment. That’s why I say that the staff at Volta had the balls.
Instead of just get along and not having to shoulder a multinational able to produce a shoe under 100 euro and cudgel the market to the tune of numbers and marketing, those of Volta have raised the bar, and gave a strong turn in a fashion key. From here, the precious materials such as felt, fabric ‘jacquard’, accompanied by the fine leathers and Vibram soles. Once it has found the key to access to high-end international stores, pointing to more sophisticated models, and the women’s line geared to all tissues of the trend as the sneake, the zebra, the glitter and matellassè, often with platform soles . The same Strada line, which turns a running shoe into a trendy metropolitan object with technical fabrics such as mesh, nylon and a special sole designed by Vibram, is the epitome of sophistication, with a taste I would say, recalling the international footprint of Gyacosu of Nike.
I believe that this is the key to growth and success. If Volta does not stand to do, would be a defeat of one of the most exciting young brand born in Italy. But I think the guys just found the key and have taken the right direction, with a brand more and more European and less ‘Italian’. On the other hand, scrape the bottom of a empty pan, like the Italian one, is not a productive operation, nor, I imagine, full of satisfaction. Keep it up.
Heres some models from woman collection:
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