How This Direct to Consumer Brand Disrupted the Handcrafted Footwear Industry
Публикувано на: 05 Дек 2023, 11:59
Made in Italy and handcrafted leather shoes seem to be a synonymous pair. Consumers covet this segment of footwear and accept its steeper price tag—the result of an industry layered with distributors, agents, resellers, and retailers. In walks Velasca, a Milanese startup born in 2013, set out to disrupt the industry by connecting consumers directly to shoemakers. The concept for Velasca sprouted from a casual Special Data conversation between co-founders Enrico Casati and Jacopo Sebastio in the back of a taxi. It since has grown into a direct-to-consumer company selling hundreds of thousands of shoes in over 30 countries. We were keen to learn more about Velasca’s story, so during a trip to Milan in late 2019, I visited the company’s headquarters to speak with Enrico about how the brand first stepped foot into the industry and where it’s headed from here.
You can listen to Velasca’s story on this special episode of Shopify Masters: Click here to start selling online now with Shopify Don't miss an episode! Subscribe to Shopify Masters. Tailoring a business idea to solve a personal need Velasca's office, a converted sugar factory that counts Armani and Fendi as neighbors, is located in a veritable sweet spot in Milan’s Tortona neighborhood—the fashion and design heart of the city, and a district that’s the epitome of “Made in Italy.” Enrico and I sat down in the company’s buzzing space to discuss how the brand is simultaneously disrupting and fitting into the fashion industry. Co-founders Enrico Castai (left) and Jacopo Sebastio (right) in the Tortona district of Milan, where Velasca is headquartered. Velasca In 2012, Enrico was working as a banker in Singapore.
“I had this personal need for buying a pair of shoes for my job—a simple pair of loafers,” he says. “I was 25 at the time and was earning enough to live well in Singapore, but I didn’t want to overspend.” Enrico’s brother was visiting him at the time, along with a friend—Jacopo. Enrico and Jacopo started discussing the gap between designer and fast fashion shoes and a creative spark was ignited. They quickly brainstormed ways they might be able to bring handcrafted leather footwear to the everyday consumer. By cutting out layers of distribution, Velasca was able to deliver the same product as the big shoe players for a fraction of the price, like this pair of double monk straps. Velasca Their idea was simple on the surface—build their own brand online. “We wanted to connect these craftsmen in Italy that are really good at making the products with people that love Italian design and quality around the world.” Like their headquarters, their business model found an sweet spot.
You can listen to Velasca’s story on this special episode of Shopify Masters: Click here to start selling online now with Shopify Don't miss an episode! Subscribe to Shopify Masters. Tailoring a business idea to solve a personal need Velasca's office, a converted sugar factory that counts Armani and Fendi as neighbors, is located in a veritable sweet spot in Milan’s Tortona neighborhood—the fashion and design heart of the city, and a district that’s the epitome of “Made in Italy.” Enrico and I sat down in the company’s buzzing space to discuss how the brand is simultaneously disrupting and fitting into the fashion industry. Co-founders Enrico Castai (left) and Jacopo Sebastio (right) in the Tortona district of Milan, where Velasca is headquartered. Velasca In 2012, Enrico was working as a banker in Singapore.
“I had this personal need for buying a pair of shoes for my job—a simple pair of loafers,” he says. “I was 25 at the time and was earning enough to live well in Singapore, but I didn’t want to overspend.” Enrico’s brother was visiting him at the time, along with a friend—Jacopo. Enrico and Jacopo started discussing the gap between designer and fast fashion shoes and a creative spark was ignited. They quickly brainstormed ways they might be able to bring handcrafted leather footwear to the everyday consumer. By cutting out layers of distribution, Velasca was able to deliver the same product as the big shoe players for a fraction of the price, like this pair of double monk straps. Velasca Their idea was simple on the surface—build their own brand online. “We wanted to connect these craftsmen in Italy that are really good at making the products with people that love Italian design and quality around the world.” Like their headquarters, their business model found an sweet spot.