I, PREMIATA

My story encompasses tradition, authenticity and craftsmanship, all Italian-style and all from the Marche region.
Where shoemaking is a profession.
It is the craft of the artisans who created me, handing down the baton from generation to generation, until the labor itself also became a technology and I became a sneaker, a bag, a T-shirt, a brand.
My life is made for walking, moving, changing.
If I stood still, I would no longer be me.
And every day since 1885 is a new point of departure.

"We believe that life is an anomalous and wonderful path that never repeats itself. We believe in diversity as luxury and beauty in its primordial state, both opportunity for the human being and necessity for nature.

We are convinced that the instinct to be "who you are" is more important than the reason and to be in accordance with the standard. But, above all, we are firmly certain that normality does not exist, that there is nothing wrong with being different and that there is only one form of being true, that one of difference.

We tested the horizons of normality and tried to do things as they told us they should be done. The result? We got terribly bored. For this reason, in founding PREMIATA we decided to simply be ourselves: anomalous, eclectic, instinctive and without rules. With only one awareness deep in our heart: whatever we decided to be, it would never be wrong, but simply different.

So, please don’t ask us for collections designed according to the rules of luxury. Don’t ask us to follow the rules of fashion, because we won’t. Instead, if you wish, try to take the truth that we are to say to you, and then make it yours. Because, if you think about it, being abnormal is something unique and precious, and it is precisely by remaining faithful to your own singularity that you build the path towards tomorrow."

Graziano Mazza