The story of Edhèn starts with a shared passion: Filippo Cirulli and Filippo Fiora materialize the new frontier of classical cool, a spell-binding vision which, just like a plant, spreads its roots in fertile ground known for producing innovative buds.
Filippo Cirulli was born in Bologna and later moved to Milan where he graduated in Business Management from Bocconi University. At 23 he flew to Shanghai to continue his studies in Marketing at Jiao Tong University, opening his mind to his new surroundings and continuing to cultivate his awareness of design and male fashion.
Filippo Fiora was born in Cremona and graduated in architecture from Politecnico di Milano. During his university years he developed his natural perception of beauty and detail and later transferred this skill to his way to interpreting male fashion. A set of inclinations and ideas that, at not much older than twenty, led him to debut on the web with the first personal blog in Italy dedicated to menswear.
We had the chance to sit with the designers talk about the brand and about their presence in the Middle East.
1- Tell us more about the brand and why you decide to start it.
Our passion for men shoes and the idea to create a new concept of Italian loafers are the founding basis of EDHÈN. We started the brand 2 years ago, in 2015, with a presentation during Milan Fashion Week. We launched the EDHÈN because we noticed that there was a big gap in the shoe market: it was really difficult for us to find a shoe reflecting our style, classic but at the same time with a contemporary twist.
2-Do you think that man are obsessed by shoes like woman?
Men are becoming more focused their appearance. Men’s fashion is made of items built to last season upon season – a good blue suit, a great overcoat, a silk tie. In order to personalize each look and to stand out declaring their own individuality, elegant men like to play with shoes exactly like the the fairer sex.
3- Can we expect to see more than just shoes from now on?
Men’s shoes are one of our greatest passions and for the moment we want to focus on developing season after season our idea of footwear and to share our personal interpretation of the Italian loafer.
4- Tell us about the process of creating your shoes.
Creativity is an exciting process: integrating old facts in new ways, creating new relations emerging from old ideas and finding new configuration are the most challenging and exciting aspects for a designer. For us re-inventing the classic Italian shoe is a process rooted in the desire to create a new product that reflects the heritage of the formal loafer reshaped according to the ultimate trends.
4- How important is it to be present in The Middle East.
In every collection we try to give a suitable offer for different kind of men, from the most formal ones to the ones that like to experiment more.
The Middle East market is very rewarding for us because the customer likes to stand out and to have fun with fashion.
5- What’s your general opinion about Level Shoe District?
Level Shoe District is the ultimate destination for every shoe lover and it’s a real dream for every designer to be present there. It’s unique because it’s a department store just dedicated to shoes inside one of the best malls but also because of the accurate selection of brands. Beside big and established labels you can always find great upcoming designers and we fell so proud to be one of them.
6 – Tell us more about your Dear India Collection and the inspiration behind it.
For Dear India Collection we were inspired by the vivid colors and the richness in details of the traditional Indian dresses and by the complexity of its glorious architecture. We reinterpreted the Brera loafer, our most iconic shoe, by the use of colorful silk satins, golden and silver wires and studs.
7- What type of man wears Edhèn Milano shoe?
We have clients from all over the world, from Japan to the USA, from Middle-East to Europe. Our clientele is made of people looking for high quality products which are not too mainstream, classic but with a modern and fresh touch.
You can shop the collection HERE