Interview: Giuseppe Santoni

Santoni was founded in 1975 in the Marche region of Italy — that unsung corner of the greatest country in the world that sits between Emilia-Romagna, Tuscany and the Adriatic Sea. The area seems somehow emblematic of the shoemaker: a place of great tradition, heritage and grandeur — but also of vibrant landscapes, striking colours and the vivid freshness of the coast. This is the backdrop against which Santoni, now under the stewardship of president and chairman Giuseppe, has emerged as one of the bastions of modern shoemaking and craftsmanship: a marque which knows that true quality takes time, and that a pair of shoes is never simply a pair of shoes.

I was just seven years old when my father founded Santoni in 1975. At the time, it was a small workshop with only a few artisans — but to me, it felt magical. I was captivated by the skilled hands of the craftsmen, the rich scent of leather and the rhythmic sounds of their tools at work. As I grew older, that childhood wonder evolved into a true passion. By the age of 14, I was splitting my days between school in the mornings and afternoons in the factory, eager to absorb every detail of the craft.

Growing up, my parents offered plenty of guidance — but when it comes to business, the most valuable lesson came from my father: “Never compromise on quality.” It’s a simple principle, yet one that requires unwavering dedication, a deep respect for craftsmanship and a true passion for excellence. This belief continues to define everything we do at Santoni. Our artisans — whom I proudly consider part of the extended Santoni family — carry this legacy forward with remarkable care and commitment. It’s a philosophy deeply rooted in the values of ‘Made in Italy’, which we’ve evolved into something uniquely our own: ‘Made in Santoni’ — a distinctive way of working that draws on our people, our heritage and our relentless pursuit of perfection.

For us Italians, style is instinctive. Growing up surrounded by beauty — whether in fashion, art, or architecture — naturally sharpens our sense of aesthetics. In my case, as an Italian and someone who grew up in a family devoted to craftsmanship and beauty, I was taught to absorb the beauty around me, take inspiration from it and make it my own. We don’t follow trends — we reinterpret them with personal flair.

One of my favourite accessories is a vibrant orange pocket square, perfectly matched with suspenders in the same shade. This colour — Arancio Santoni — is iconic for me and for us; it embodies energy, creativity, and a bold spirit.

I’m a man of details — I pay close attention to cut, texture, and how things are made. I believe less is more; I prefer clean, refined pieces that speak through quality rather than excess. I never aim to be overdressed — I want my look to feel effortless, composed and true to who I am.

True luxury isn’t found in objects — it’s in time. Time to be present, to share moments with the people you love, to enjoy life without distraction. That kind of presence, that emotional connection, is the most genuine form of richness. When it comes to objects, I don’t really think in terms of ‘luxury’. I prefer to speak of ‘beauty’. Beauty is something crafted with care, built to last and meant to bring quiet value to everyday life. It’s about meaning, intention and the feeling something gives you over time.

My advice to those starting out in this business is simple yet essential: stay true to your passion and maintain your focus. Real success comes from a clear vision, the patience to pursue it, and unwavering dedication. Consistency and authenticity are what truly make the difference.

What unites our customers is a certain sensibility: a deep appreciation for authentic craftsmanship and for quality that speaks quietly but unmistakably, beyond logos or passing trends. They’re drawn not only to the aesthetic of our collections, but to the intrinsic value of each piece as a true expression of artisanal mastery.

Every pair of Santoni shoes tells a story, and our clients choose to become part of that story — embracing a lifestyle and a philosophy rooted in the excellence of what I like to call ‘Made in Santoni’. I’m especially pleased to see younger generations connecting with this vision through our sneakers. It’s a sign that craftsmanship and authenticity continue to resonate, even in today’s fast-moving world.

The greatest influence in my life and career has undoubtedly been my father, Andrea. He not only taught me the art of shoemaking, but also passed on essential values such as dedication, the pursuit of excellence and the importance of preserving a human touch in everything I do — both professionally and personally.

My motto is: “Buying shoes isn’t just buying shoes... it’s buying a piece of happiness.” This phrase hangs framed in my office in Milan. It’s simple, yet it truly reflects what I believe. Especially today — people don’t buy just to own; they seek emotion and self-expression. At Santoni, we aim to bring that joy and meraviglia — that sense of wonder — to life with every pair of shoes that we create.