Ask Evelina

Friday, 16 May 2014

Question 35

Q“I’ve heard that italian luxury house TOD’S is the king of lofers. Can you please explain why?” Inna A., Moscow

Diego Della Valle and Evelina Khromtchenko explain why do we think “TOD’S”, when we say “lofers”.

Diego Della Valle: We try to do a very, very good product, and the product is the secret of everything. It is our DNA, we don’t choose, it is what we know, it is what we do, it is what we want to continue to do in our life, in our luxury life.

Evelina Khromtchenko: What is luxury for you?

Diego Della Valle: Luxury in life? Free time.

Evelina Khromtchenko: We say “lofers” and we think TOD’S – it is an amazing result of a genius, individual cited businessman, who somehow only in 70-s of XX century began working with this company and making brand out of it in international fashion world up to standard which antique, long existed company with rich family history deserved.

Diego Della Valle did his job perfectly. Guided by the development of the company “TOD’S” and the public relations of this company you can teach, how it is necessary to promote, move forward in creating of fashion house and in producing image for this fashion house.

In 80-ties in all magazines of the world appeared wonderful advertising images with celebrities of mid XX century. Each of them wore these or those mocassins. Therefore, Diego Della Valle created an image of what a man TOD’S and a woman TOD’S is. Each step that these mocassins were accompanied during their short life was so well thought-out and so well organized, and so good packed that after a time among all the lofers of the world, footwear of TOD’S became a leader. And today, if we’re speaking about shoes for travel, for driving a car – and these tiny pimples are just what makes you feel confident while you’re driving, – we think only about this company and of Diego Della Valle. This is, of course, an amazing example of how in our not easy days you can make your way in the world only with the help of your own creativity, brain and perseverance, and overpass the path that took other companies not one decade and not one century.

Creating of cult piece – it is a hard work that is dressed not only with an idea and knowledge about needs of your client, and talent, but also with time. And if the ideas and great knowledge about the needs of the clients, talent and even money, that many people can have, in that case only Diego Della Valle managed to jump over the time. As a result of this, I would definitely inscribed this cult classic model of footwear by TOD’S on the list “100 things that each fashionable woman and each dandy can’t live without”. Each season TOD’S offers new formulations of colors and fabrics and it’s an endless history and this is wonderful.