With everything turning towards vintage sportswear, it was perfectly timed and serendipity to receive an invitation to the Diadora museum. Located near Treviso, around 40km from Venice, Diadora, the Italian sportswear brand and manufacturer, is having a renaissance and riding the wave of the revival of 80s sports classics and men’s terrace wear.
Left - Diadora HQ is near Treviso, a town in the Veneto region of north-east Italy
Unfortunately not open to the general public, the museum is located at the head office and factory. Since July 2009, Diadora has been controlled by L.I.R. the holding company owned by the Moretti Polegato family, who also own Geox. They have re-established the Diadora brand and the museum is there to remind and explain to visitors and employees the brand’s history and sporting heritage.
Right - The timeline of Diadora's history in the museum
Diadora is from the Greek, dia-dorea, which means, ‘to share gifts and honours’, and was established in 1948 by Marcello Danieli to make mountain boots. Treviso is situated near the mountains and the Italian mountain police required special boots for their duties and this is why many of these types of manufacturers and companies sprang up in this area after the war.
In 1960 Diadora shifted its production to sports and during its heyday in the 1970s, 1980s and 1990s, it was worn by some of the biggest sports stars of the time including Ayrton Senna, Sebastian Coe, Bjorn Borg and the Italia ’90 Italian football team.
Left - One of many of the famous sports shoes in Diadora's hall of fame - Here is Boris Becker's
In 2009, Enrico Moretti Polegato, a member of the controlling family, became the new president of the company with the aim of enhancing the brand’s worldwide reputation and production. A background as a lawyer, and softly spoken, he kindly gave us the tour of the museum.
Right - Inside the factory where 10% of Diadora's shoes are #madeinitaly
The museum starts with an overview of nearly 70 years of history with a few of the original machines and processes it takes to make the shoes. An enviable collection of signed football shirts illustrates the depth of names who have worn Diadora.
The next part is where Geox’s expertise comes in. Masters in sole innovation and construction, they are regarded by some as the best, producing comfortable and practical footwear. A new concept, centred in the room, illustrates the breathability of their soles and how they are bringing this technology into Diadora’s new footwear.
Left - Diadora's sporting greats on the outside of the headquarters
The final part is Diadora’s greatest hits: a display of all the sports people who have worn Diadora over the years including Boris Becker, Roberto Baggio and Francesco Totti pictured alongside their shoes.
Diadora’s collections are a good mix of heritage with modern finishes and techniques centred around the sports shoes and their current collection of 'Heritage' casual wear has the strong branding people are currently looking for. They do pure sports shoes, casual shoes and vintage inspired shoes, for many different sports, and they also produce utility shoes. Around 10% of their shoes are, now, made in Italy, and around 30% is made in neighbouring countries in Europe.
When I visited they were making utility shoes in the factory adjacent to the museum. The small production space is connected to the design department so they can prototype and produce in limited runs and in tighter time frames. Diadora has recently specialised in producing special collaborations for brands and retailers.
It feels that being part of a bigger group, Diadora, has more stability and the expertise and investment you need in order to be able to keep up in this very competitive market. As people grow tired of the sports mega brands and a return to those with real heritage, Diadora is in the perfect position to reap the benefits with quality products that are well made and define this new era of retro sports that has hit the current fashion scene.
Right - Diadora's current SS17 campaign which references its 80s archive
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I don’t often write about new retail, it’s usually pretty boring and cookie-cutter the world over, but when something’s good, it’s good, and on a recent trip to Venice with Diadora, we were taken to the Fondaco Dei Tedeschi, the first retail store in Europe by LVMH’s travel retail arm, DFS.
Left - Inside the main atrium space of the Fondaco Dei Tedeschi
Looking out onto the Rialto Bridge, across from the fish market, stands the Fondaco Dei Tedeschi. First constructed in 1228, it was once home to the German merchants - Tedeschi means German in Italian - who traded with those wealthy Venetians, taking spices and the like to Northern Europe. It became a customs house under Napoleon, and a post office under Mussolini, then lay empty. Until now.
Right - The Venetian red escalators and special Venice-inspired product graces the entrance
Thanks to LVMH’s deep pockets and Dutch architecture practise, OMA, it been transformed into a sympathetic, luxury with a small L shopping space that feels more like a cross between a boutique hotel and museum that sells things, rather than a boring collection of luxury concessions all jostling for customers and attention.
Left - On the top floor is this exhibition space with a lit floor that just needs a disco soundtrack
It’s one of the best retail spaces I’ve seen recently. The escalators are Venetian red, like moving red carpets, they take you up to the floors of men’s and women's fashion and beauty.
On the top floor is an exhibition space and on the roof is a viewing deck looking out over the glorious city that is Venice.
Right - Head to the top floor for one of the best views of Venice.
Opened in October, the Fondaco Dei Tedeschi has been updated, without losing any of its charm, by Dutch architect Rem Koolhaas – who was in charge of the exterior renovation – and architect Jamie Fobert – who handled the interior design.
Everywhere there is attention to detail. Every inch has been thought about: the floors, handrails, furniture, lights and the space has been designed for brands to flow, and in our ever fickle times, be replaced.
The brands are the same old: Gucci, Bally, Bottega Veneta etc., but because it’s such a nice building and environment it makes you want to explore regardless of it being the same tired things. To be fair, the brands have done a few special pieces with the colours of the Italian flag. Also, on the ground floor, they sell wine, souvenirs and other more affordable items.
The only negative was that it was so discreet, the name ‘ Fondaco Dei Tedeschi’, which doesn't exactly slip off the tongue, was only at the front door and you wanted to know/learn the name in order to tell other people how good it was. If you’re in Venice, definitely take a look.
You've probably guessed that I like a cricket jumper, or two, ATM - click here for a few of my other options for SS17 and how to wear it - so, when I saw this one from Paul Smith, with the must-have seasonal colour combo of pink and green - yes, it does look redder in the picture - I think it could top the list as my favourite.
The thing about this style of jumper is that it can easily become preppy and stuffy. Fail. The trick is to wear it like like you would a sweatshirt and team with jeans or tracksuit bottoms. Think urban rather than genteel.
Left & Below - Men's Ecru Cable-Knit Stripe-Trim V-Neck Sweater - £415
Ryan Gosling topped TheChicGeek's Best Dressed Oscars list last year- here, and, again, his laid-back confidence shows with the reintroduction of the fun and retro ruffled shirt. He hasn't gone full-on Jared Leto Gucci, here, but, this is a wearable interpretation of Gucci's influence on menswear right now.
You can pick these shirts us from vintage shops or online and they add a touch of personality to a formal dinner or prom suit. Add a large floppy bow tie and you'll be the life and soul of the party.
Left - Ryan Gosling in Gucci Oscars 2017
You can never have enough rainbows in your life. Paul Smith’s SS17 collection was a confection of coloured stripes and rainbows as a continuation of the love and peace themes that take him back to his shaggy-haired youth.
This mesh T-shirt is perfect for the summer with a design looks like a floor pattern by the artist Jim Lambie. Peace out!
Left & Below - Paul Smith - Men’s Multi-Colour Mesh Stripe T-Shirt - £260
This tank top is kinda amazing. The deep V is back, (check out TheChicGeek's favourite cricket sweaters - here) in knitwear, this season, and this mongrel-type confection of clashing colours and stripes is the perfect bad taste piece for the season. Prada's knitwear is really strong at the moment - the rainbow cardigan from AW16 - here - was a favourite, and this just continues the lust. Wear with sportswear. Clash.
Left & Below - Prada - Intarsia Wool Vest - £655 from MRPORTER.COM
In last week’s Evening Standard, Hatton Garden jeweller, Sam Hunter, brother of director, Sophie Hunter, wife of Benedict Cumberbatch, said, “People are bored of the little blue boxes, extortionate prices and minimal design that is now completely characterless,” he went on “It’s the name you’re paying for and nothing else… It’s fine if the piece is exquisite, but they’re producing less and less of those!”
He was, of course, talking about the American jeweller, Tiffany & Co., but he could have easily have been describing the majority of modern luxury brands.
There was a time when you wanted everybody to know your brand. There was a time when success was built on brand awareness. There was a time when consumers wanted you to know the brand they were wearing in order to convey status, but times change and this awareness and ultimately saturation has breed predictability and boredom.
For example, I was recently in Berlin. I walked past their fanciest department store, KaDeWe, and in the windows were great looking clothes. I always like to try and guess the designers and then, like a museum piece, look at the labels on the glass. I didn’t recognise a single one of them. In the past you would dismiss this as being a second rate store or inferior because the ‘big labels' weren’t there, but instead it was far more interesting and refreshing.
Inside was another story. The usual luxury shop-in-shops: Bottega Veneta, Valentino, Gucci, acres of marble and the same look, the world over, but the element of the unknown is what will get people off their sofas and into stores.
It’s much more exciting, today, to not recognise a label and go purely on quality and design. It’s a sign of good taste and a good eye rather than blindly buying a ‘name’. It's also a sign of confidence. But, it’s hard to stay unknown forever and why shouldn’t brands that are good be celebrated, but it’s the level to which they are exposed and rely solely on the name or label that I have a problem with.
A good example would be the Italian brand, Slowear, soon to open another store on London’s Marylebone High Street, they are understated and their multiple labels - Incotex, Montedoro, Zanone - aren’t household names and don't seem to want to be. Slowear, while not cheap, offers better quality, fit and value than clothes at twice the price. This isn't about being a contrarian and always different and obscure. It's about brands that have a humility, aren't a vehicle for a designer's ego and are understated with a ‘we’re too busy making great clothes-to-focus-solely-on-the-label’ attitude which makes it very democratic and far more interesting.
Go seek out the unknown. I've never heard of them. Tell me more.