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2019.02.20 update

[Interview] Edoardo Giardini | British elegance and Italian charm.（1/2）

A new shoe brand has emerged in Vigevano: EDOARDO GIARDINI. In short, it's a modern take on the style of European aristocracy, but its aim is distinctly different.


Edoardo Giardini is a descendant of Italian nobility whose lineage can be traced back to 1624. He is a childhood friend of the Prince of Monaco and has even watched Formula One races at the Prince's house.

Edoardo, the eldest son of a long-established fabric manufacturer, studied economics at the prestigious Bocconi University in Milan before building his career at John Lobb and GIORGIO ARMANI . "I wanted to understand the process of how fabric made at home could become clothing in six months." At Armani, he was in charge of sales in Shanghai, and through those connections, he moved to a local import trading company where he worked in trade for about two years.

Upon returning to Italy, Edoardo is approached by an old acquaintance: Tommaso Giocarottelli. The former CEO of the Piaggio Group, he had just established a fund with eight other prominent figures, including Roberto Ronchi, who had served as CEO of Maserati, and their initial venture was to take over the Artigiano family business.


Shortly after lending a hand to Tomaso, Edoardo launched a shoe brand in collaboration with Vigevano's workshop.

NEXT> A true patron

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