The design duo that is Edhèn Milano has flipped and reversed the way we see (and wear) the Italian loafer for 2022
The intel is mixed when it comes to knowing exactly who invented the loafer, but one thing is for sure: the Italians perfected it and made it a wardrobe staple. Relative newcomers to the world of footwear, architect Filippo Fiora and marketing maestro, trendsetter and tastemaker Filippo Cirulli founded Edhèn Milano whilst riding elephants in Thailand.
“When we had the idea to start Edhèn we were actually in Thailand taking a walk on an elephant,“ Fiora tells MOJEH. “It was one of the first moments we started saying ‘you know, we really should start a shoe brand because we know the feeling, the need, to have a certain pair of shoes that reflect our personality.’ It was a very nice atmosphere and special moment and we both remember it, so the first thing we said was we are going to launch it and the elephant is going to be our symbol.”
True to their word, when you turn over a perfectly crafted Edhèn Milano loafer, a little gold elephant is embedded into its sole. “On every single pair of Edhèn Milano shoes you can find an elephant. It’s our lucky element. It brings us luck and we wanted to bring luck to our customers as well,” laughs the architect-turned-shoe designer.
Five years into the shoe game, the dashing duo are winning awards, clients around the world and Instagram fame with their handmade double monks with a twist. Footwear News named the brand ‘Italy’s hottest new men’s shoe brand of 2017’ in Edhèn Milano's sophomore season. “We were kind of shocked but definitely happy because we were an unknown brand nominated for something so big, so we took it as a great, great honor, but it was also a push to do better,” says Fiora. “You know when you get these kinds of things you are like okay, it’s fine, it’s beautiful, amazing even but we have to do better.”
Now available in 20 countries around the world, both the womenswear and menswear collections have landed in Dubai and are exclusively sold at Level Shoes in The Dubai Mall. “We have a very special relationship with Level Shoes,“ says Fiora. “It is a very nice team, and they are young and very motivated. Dubai is very up and coming, and we are happy to work with this store which is one-of-a-kind. They are always very open to new things and when we decided to launch the women’s collection this year they believed in us immediately.”
So far, the women’s collection consists of the Brera loafer which is a reinvention of the male version. Made in an array of colours, velvet and suede, the shoe is cool and current much like Fiora who says: “We don’t follow trends so much. Of course, we try and be contemporary with our product, but we don’t follow too much marketing or strategies, we just do what we like.” Shop now
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