Those of you who read this blog often will know that I am not a trainers girl. While everyone is still going gaga over Isabel Marant’s high tops, I can’t think of anything worse. So far the only trainer I can get away with are leather versions.
That was until I rediscovered Superga. I say rediscover because the brand has been around a very long time (over 100 years!) and is as iconic in Italy as Converse is in the United States. Its heyday was back in the 1980s (I remember my cousins wearing them) but then the company incurred massive debts and disappeared in the 1990s. In 2004 it was resurrected and started reappearing in Italian wardrobes.
The new Superga store in Harbour City
Since then the brand has gone from an Italian classic to a fashion must-have. In the US it was spotted on celebrities like Jennifer Aniston and Gwen Stefani. The Olsen twins loved it so much that they collaborated with Superga on a pair exclusively for their brand, The Row. In London a collaboration with Alexa Chung followed. Finally this month, Superga has opened its first store in Asia in Harbour City, with three more planned for China by the end of the year.
“Even if a woman who has 50 pairs of Prada shoes they still want a pair of these because they are comfortable, Italian and fashionable. We work with designers to make it more fashionable but for us it’s all about our classical heritage,” says Lorenzo Boglione, business developer for Superga.
The Classic 2750 in leather
Indeed the foundation of the brand is the Classic 2750, a canvas and rubber style which uses the same rubber vulcanization technology from 1925. The most popular is the all-white version, which looks better the more you wear it. Each season it comes in new colours and treatments, from metallic leather to linen, which I love for a fun summer look.
The style I really like however is the PCotu. Each pair is hand dyed and therefore unique. The result is a very cool distressed look from the rubber soles to the label. It comes in a range of cool shades from dark denim to khaki.
Lets just say its time for me to covert.
Superga is at Shop 2607, Level 2, Gateway Arcade, Harbour City, Tsim Sha Tsui, Hong Kong. You can also win a 1-year Superga wardrobe by entering the Superga online campaign until the end of the month. For details please visit www.facebook.com/SupergaHongKongOfficial.