Giannini generation

Signor Giannini, first of all, congratulations on your brand’s anniversary! It’s no secret that Doucal’s is a family-owned brand, which you and your brother now lead. How many people work with you, and how are responsibilities divided?

Indeed, Doucal’s is a family business now managed by the second generation of the Giannini family. I serve as the creative director, focusing primarily on the creation of collections and their artistic aspects, while my brother, Jerry Giannini, handles financial matters and distribution. Both of us are CEOs of the company. The Doucal’s team consists of approximately one hundred employees working across two locations: the production site in Montegranaro and the office on Via Gesù in Milan—a fashionable landmark in the city where commercial, marketing, and communication processes take place.

What elements or features would you consider the signature or DNA of the brand?

Doucal’s signature feature is the golden cream yellow color, which appears on both the outer and inner surfaces of the shoes. By the inner surface, I’m referring to the memory foam insoles. Undoubtedly, our DNA is rooted in exceptional craftsmanship, the traditional artisanal techniques used to process leather, and its impeccable quality. Crafting a single pair of shoes requires between 70 and 96 steps, depending on the model. Each step is crucial for ensuring that the footwear retains its shape longer, becomes more durable, and is inherently valuable.

How much of the production process relies on manual labor?

Handwork is involved in the creation of every pair of shoes, and the artisan’s contribution is incredibly important. For certain models, manual labor accounts for nearly 100% of the process. Many stages, such as dyeing and artificial aging, are performed exclusively by hand.

There’s a saying: “Everything new is well-forgotten old.” Do you incorporate motifs from past decades or refer to your archives?

Of course. First and foremost, this applies to the production itself, where traditional technologies are used alongside modern ones. Our rich 50-year history provides ample inspiration for new ideas and projects.

We are always attentive to what’s happening around us and to the demands of our clients. Doucal’s is not an ultra-trendy brand but rather a modern one that adapts its traditions to contemporary needs, creating high-quality footwear.

How do customer preferences differ across various countries—Russia, Europe, Japan, the Arab world, and others? How does Doucal’s respond to these differences?

We live in a globalized world, but we understand that each country has its own traditions, distinctive personality, and unique characteristics. Naturally, we take these into account when designing footwear to ensure it aligns with the tastes of each specific region.

For the brand’s anniversary, you’ve prepared several surprises for customers, such as reintroducing the iconic Mario loafers.

Indeed, to celebrate Doucal’s 50th anniversary, we launched a new version of the iconic Mario loafers, tailored to meet the modern needs of our clients. Today, this model is increasingly popular among younger audiences—those accustomed to wearing sneakers. The memory foam insoles provide a soft and comfortable fit, which is essential for active lifestyles. At the Pitti Uomo men’s fashion exhibition in June 2023, we organized a showcase where the Mario loafers were presented alongside our artisans, who demonstrated the art of cutting, stitching, and coloring by crafting a pair of loafers right before the guests’ eyes. We held a similar event in our boutique in Doha, the capital of Qatar—Italian quality is appreciated worldwide.

How have recent global events impacted your work? Have you had to make changes, or are you currently undergoing transformations?

The past few years have brought significant changes to many brands, and we are no exception. We’ve revised our sales functionality, increasing the share of online sales during lockdown periods. We also rotated staff to ensure uninterrupted production and product availability while simultaneously protecting the health of our personnel across all company segments.

Signor Giannini, footwear—its color and design—defines style and influences not only foot health and comfort but also one’s mood. What is your opinion?

Footwear is my favorite accessory, as it is for many others. I recommend wearing colorful, vibrant shoes as often as possible on sunny days. In winter, shoes protect us from the cold, but they should still be stylish and modern. Some prefer traditional designs, others lean toward retro-inspired styles, while some favor minimalist models reminiscent of Scandinavian aesthetics from the last century. Choose any style you like, and rest assured that all of them are crafted using modern technologies and innovations.