FASHION - INTERVIEW
Thursday, January 10, 2019
FASHION - INTERVIEW
by Mehmet Kaplan
In the fashion world, there are cities with brand value, such as Paris, Milan and New York. Although Naples is not as popular as these cities, it has a long history in leather processing and footwear production. Mariano Moreno positioned BorboniQua as a brand that produces modern designed and useful shoes with traditional technics. And he also paid special attention to make his products bear the mark of "made in Naples". I talked with Mariano Moreno, Director and Founding Partner of Lifestyle Srl, about BorboniQua Shoes.
Mariano, before talking about BorboniQua, could you tell us about your background and shoemaking industry experiences?
I have dealt with the footwear and clothing industries as a representative for central and southern Italy since 1979. I have managed both positioning and sales throughout these areas with brands including Timberland, American footwear, Levis, Allen Edmond’s, Justine boot, Polo Ralf Laurent, Tommy Hilfiger, Clarks and Filson amongst others. I have been collaborating with different brands for over 15 years to enhance stylistic choices and for production purposes. I have recently given life to a much-desired project of creating a collection of footwear and accessories entirely “made in Naples” reaching to international markets.
Could you tell us about BorboniQua?
The name of our collection BorboniQua is strongly connected to the territory of Naples and of course the Bourbon period from what was then the Kingdom of Naples. Our creative philosophy contains elements of tradition but also innovation reflected in the same values.
What are the most important values of BorboniQua?
Apart from tradition and innovation, I would say that craftsmanship, elegance, and style are extremely important.
What is the importance of the Neapolitan tradition for you?
To maintain and possibly develop the values of many craftsmen’s talents who have demonstrated the quality and sheer elegance of Neapolitan styling over the years to become today renowned throughout the world.
Could you tell us about your design and production philosophy? What is the sine qua non of a quality shoe?
The actual design of BorboniQua’s creations follows an evolution from a traditionally classic product - revised to keep up with the times. This revision principally regards comfort together with the introduction of elements from recent technological innovations. The base of our work starts with the innovative choice of materials and colours but using Classic line models. We also strictly select only natural materials.
What kind of footwear do you have in your collections? Could you tell us about the style details of the Sport collection?
Our collections mainly consist of Classic footwear for both men and women and may be defined as the real evolution of Classic using experimental funds and technical solutions. The Sport category has been specifically designed for men and women searching for a sporty but sober and elegant style.
What are the advantages of operating all your production processes in Napoli?
We did not really consider this choice as an advantage but a precise desire to represent with this project the potential of this territory even though having one destination to follow production is obviously a plus.
How often do you add a new design to your collections?
Each time that we can consider the new product fit to be part of the BorboniQua brand.
What do you enjoy most about wearing BorboniQua shoes in your daily life?
Yes, I am certain to be using a product of the highest quality, elegant but comfortable.
Social media platforms are a new showcase for fashion brands. What do you think about the power of social media on buyers' decisions?
I consider Social Media as a valid tool for spreading information regarding specific targets but I believe the decision of purchase relies on the emotion that the product creates.
How can our readers follow BorboniQua?
Through social networks and our website.
Where can our readers buy BorboniQua shoes?
We currently use various national and international networks and sale formats - but the purchase is simply direct using e-commerce on our website.
Thank you Mariano for your time.