MOMA’s design studio chalk board
If you’re familiar with re-souL, you’re probably aware of our shoe collections, many of which are specialty handmade products that we’ve imported. We are often asked about how this happens and while it is not as glamorous as you might imagine, we do travel to Italy twice each year, working to select the products that we feature in the shop. This post is the final in a five part series in which we’ll try to describe our trip, the places we go and the people with which we do business. (If you haven’t read the first four parts in the ‘re-souL in Italy’ series, you can catch up here: Part 1, Part 2, Part 3, Part 4)
Midnight Over My Action. It is not easily translated. The phrase which inspires the creative energy behind the product is an enigma. It is the wrinkles on your face and the scars which tell the story of your experience in life. It is your unique expression, only yours. It is the same with all things in nature. Moss grows on the sides of trees, soil erodes where the rains have exploited a weakness. Rust forms on the side of an old abandoned steel barrel. All of these things are the evolution of something previous, an expression of history. MOMA shoes began in 1991 with the thought of creating experiences, not shoes.
View from the factory window
I began writing this post, our last in the Italy series, with the same approach as previous. I was going to write about the beautiful countryside, arriving to the town of Morrovalle, up in the hills. I was going to write about arriving at a place which resembled more a ranch house than a factory. The people, the smiles, the pride, all of that. Sure, we toured the place, it was marvelous, well organized and productive. The shoes are very well made, but that doesn’t really tell the story of MOMA shoes.