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The Evolution of Edhèn Milano:
Men’s Footwear is currently one of the high rising industries in the scene of fashion, and what can be more exciting than a high fashion label like Edhèn Milano expanding their horizon from footwear to beachwear now.
In an industry that is constantly shifting, Edhèn Milano is an ode to timeless elegance and a testament to the creative spirit that defies the trends of the day. It’s a brand that beckons you to step into a world where style knows no bounds, where sophistication and grace reign supreme, and where a pair of Edhèn Milano shoes is a symbol of impeccable taste, be it on the streets or by the shore.
What is the history of Edhèn Milano footwear brand?
In the landscape of men’s fashion that is evolving boldly than ever, there are some trailblazers who dare to stamp a different path. One such dynamic duo is Filippo Fiora and Filippo Cirulli, the creative geniuses behind the Edhèn Milano footwear brand, a brand that has gradually and progessively been carving its niche since its inception in 2017.
While Edhèn Milano may still be considered a small brand in the grand scheme of the fashion world, it is on a trajectory of organic growth. This growth has been further accelerated by the tumultuous events of 2020.
At a time when the fashion world was abuzz with the clamor of street wear and the rise of casualization, they dared to celebrate the quiet allure of luxury, rekindling the essence of classic menswear that had taken a backseat to the sneaker phenomenon.
How Edhèn Milano started its journey?
The dynamic duo, known for their penchant for traditional attire – think double-breasted suits and statement coats – embarked on a journey that would introduce the world to the concept of timeless elegance. Their flagship creation, the Brera loafers, drew inspiration from the classic monk strap design, quickly establishing itself as a bestseller and an emblematic style for the brand. Despite being a self-financed venture, Edhèn Milano has weathered the storms of the fashion industry with resilience.
What is the latest development in Edhèn Milano brand?
And at this point, the brand stands in glory of a new era, as they proudly announce the opening of its first showroom in the heart of fashionable Milan. This strategic growth movement will make it possible for the brand to attain greater control over distribution, while making sure that their brand’s ethos remains same.
But that’s not all; the creative minds behind Edhèn Milano are ready to transcend the boundaries of footwear, delving into a new realm – beachwear. In fact, the global pandemic, though devastating, forced a pivot in their business strategy. It became a catalyst for change, prompting investments in e-commerce and expansion into new product categories.
In the midst of this transformation, Edhèn Milano introduced a streamlined women’s collection. The women’s range, launched in 2020, was a response to the growing demand from customers who sought tailor-made options. This move not only broadened their customer base but also showcased their commitment to inclusivity.
In 2021, they unveiled the “Riviera” collection, a resort-inspired range of footwear that melded the best of Italian and Moroccan influences. The heart of this collection was the raffia-woven loafers, where the upper part was painstakingly handcrafted in Marrakech and then assembled in Italy. This fusion of cultures and craftsmanship embodied the brand’s penchant for exotic escapades and lavish living.
What are the future development projects being considered by the Brand?
And this is not where it ends. Riding on their kanck for travel and luxury, they are most definitely set to make waves in the territory of beachwear. Their beachwear line will debut with stylish swim trunks, promising a blend of elegance and comfort that’s perfect for beachside escapes. The world will catch a glimpse of these chic pieces in Dubai in February, with an official release on retailers and their e-commerce site in the spring of 2024.
Edhèn Milano, though gradually expanding its horizons, remains true to its identity as a lifestyle brand. The founders are steadfast in their commitment to keeping the brand focused, avoiding the pitfall of over-diversification. Building and nurturing relationships with customers and clients have been central to strengthening global awareness of their brand. They have designed exclusive capsule collections for prestigious establishments like Harrods and Modes, and more recently, a collection of slippers for The Dorchester hotel in London’s Mayfair.
As we eagerly await the Fall 2024 collection, Edhèn Milano is poised to write the next chapter of its story in a new home, situated on Milan’s Via Borgonuovo. This location, a stone’s throw from the iconic 15th-century Palazzo Landriani, is a testament to their enduring commitment to classic menswear and their unwavering belief in the allure of quiet luxury.
