In 1914, 16-year-old Salvatore Ferragamo emigrated from southern Italy to Boston, USA, to join his brother who was working in a boot factory. He was soon to discover that the industrialized setting was at odds with his own vision and convinced his brother to follow him to California. It was here they began to create a made-to-measure shoemaking service.
Within five years it had become a beacon of luxury for Hollywood’s greatest stars, and the Ferragamo story was born.
100 years on, to celebrate this iconic moment in Ferragamo’s history, the brand is launching A Man’s Story, an online project highlighting the notion of ‘making your own rules’. Through compelling stories told by a cast of contemporary men from Douglas Booth to A$SAP Rocky, Ferragamo’s luxury lifestyle collections are presented in new and surprising settings.
Massimiliano Giornetti, Ferragamo’s Creative Director said: “For a man to have a vision and the courage of his convictions is both noble and timeless, as relevant today as it was a century ago when Salvatore Ferragamo went out on a limb to launch his shoe-making business. Had he not have taken that risk, this brand that continues to grow and attract new generations may never have existed.”
Captured in Francesco Carrozzini’s vibrant short films and photographs, the versatility of the Spring 2015 collection takes on new meaning within the context of these men’s stories.
Men featured in the A Man’s Story include British actor Douglas Booth, music artist A$AP Rocky, Swedish ice hockey legend Henrik Lundqvist and artist and photographer Ryan McGinley.
A Man’s Story is available to view on Ferragamo.com and across all the brand’s digital channels via #ManStory.