Tonight Italy descendes upon Hong Kong with a celebration for the world’s first “Rubber Shoes”, and I mean this literally, when Superga launches it’s first flagship store at Harbour City with a harbour side party… where you can see this unusually large Superga shoe.
In 1911, The Superga brand was launched withen a company in Turin started producing waterproof rubber-soled boots for agriculture, and vulcanized rubber-soled footwear. And by 1934, Superga models expanded for use in sports activities like tennis, basketball, yachting, and fitness training, for example.
I got my first pair this past Christmas, when the folks at Superga HK sent me my first ever in this blue color. (via theW+ Instagram)
Safe to say… i’ve pretty much been hooked since then.
That said this week we were able to have a quick 5 minute chat with Lorenzo Boglione (pictured above), Business Developer for the brand, and son of Marco Boglione, whose company, BasicNet Group, owns Superga and other brands like Kappa, Robe di Kappa, Jesus Jeans, Lanzera, K-Way, Anzi Besson, and Sabelt. We discussed his thoughts on Superga, the lifestyle, his expansion to Asia, and being 27 years old.
theWanderlister+ and Lorenzo Boglione, April 2013
theW+: Lorenzo, congrats on opening a store in Hong Kong! So what excites you the most about Superga?
Lorenzo Boglione: That it’s a brand with more then 100 years of glorious history… but that in the next 5 years we are ready to write the best pages of this wonderful story. Superga with its typical Italian classic and stylish vibe can become the real alternative to the American sneakers.. (it’s so real and genuine that can compete - and beat! – any other shoe brand).
theW: The Superga brand and shoe has had a very long history and has had a great influence on leisure and sport fashion for more than a century, yet it is still quite fairly new and unknown in Asia. How do you see this brand expanding in the East?
LB: The brand changed hands few times in the 90’s… and the international expansion started a little bit late compared with other Italian Brands. Now it’s in our hands… and after a successful repositioning in Europe, It’s ready to expand globally. The Italian DNA of the brand, together with the taste of the designers will make the difference in the Asian market. I see the brand first gaining a strong position in the coolest/ younger part of the market and after that, expanding to a broader public.
theW+: You are fairly young, at 27 years old, representing the further growth of a 100 year old fashion brand. How did you get to where you are now and what motivates you and your work?
LB: I started 3 years ago.. in the Business Development at BasicNet just after graduating in a French University. The Superga team is a very young and dynamic and I was immediately given great opportunities. The motivations are huge when you see such a great potential and you have in your hands all the tools to exploit it. I just see fantastic opportunities in front of me and I can’t wait to grab them all! The fact that my family is the main shareholder of the company adds even more motivations to my job… if needed!
theW+: Not to mention the pressure! So the Superga lifestyle… how do you define it?
LB: Yes indeed! I do live and love the Superga lifestyle because at the end it’s the Italian lifestyle! Italian lifestyle means work hard and have a lot of fun! And that is what we do out there.
theW+: Hong Kong needs more of that fun haha… Do you wear Superga’s and what is your favorite style?
LB: I always wear Superga’s and for sure my favorite style is THE Superga.. the 2750 Cotu Classic.. The question should be what is my favorite color! For Summer white with no doubt.. And I would say Full black in winter.
theW+: The Superga look is quite iconic, will we see more of the same style or will we see different designs in the future?
LB: For sure today Superga is recognizable with one style, but Superga back in the 70’s was a proper tennis shoe and in general a sport shoe, today we already have in our collections many different kind of sneakers together with some Italian style and sailing moccasins.
theW+:What are your favorite places in the world to travel to? Any place in Asia you dream to visit?
LB:I like to say the one I will visit the next! But if I had to chose a few, I would say South America first. All of it, every time I go I discover something new, people are friendly and positive and obviously the nature is amazing. Asia… I am really looking forward to better know the South-Eastern part of Asia… Indonesia and Philippines are places I never had the chance to visit and they are at the top of my wish list!
theW+: Well i’m from the Philippines, and I’d definitely love to give you a few notes on where to go! So anyway, in your opinion, what is the one thing a man can’t live without?
LB:I think that man can’t live without loving and knowing! We can’t live alone, so we need somebody to love that lives this life with us and we can’t live in ignorance, so we must have access to information, culture, education.
theW+ Thanks so much Lorenzo. See you more in Asia we hope!
Music’s latest sensation, Rita Ora, is now the spokes model for Superga.
Check out these ones for kids I saw at Lane Crawford last year.
WEAR Superga / Shop 2607, Level 2, Gateway Arcade, Harbour City, Kowloon, 2175 0228, Open Daily 10am-10pm