Born in 1968, Giuseppe Santoni was still a child when his father Andrea established his eponymous company. What began as a humble setup that consisted of nothing more than a few sewing machines in the family garage, his mother, Rossa, would bring in clients who needed to get their shoes fixed. This garage band quickly morphed into a thriving business, and the young Giuseppe would drop by the Corridonia factory every day, awestruck by his father’s unwavering dedication to his craft. It’s no secret that Italy’s DNA is built on family businesses, and in 1990 Giuseppe took over as CEO, and in 2025, the company hits its 50th anniversary. Their orange soles, sleek designs, and ability to look classic yet inimitably modern have put this brand in a field of its own, as they grace the sidewalks of every city lucky enough to have them.
We caught up with the Italian craftsman, Giuseppe Santoni himself, to discuss legacy, fashion, and where artistic inspiration comes from.
Esquire: Looking back at your brand now, how does it feel to see the number 50 next to it? And what have you learned about yourself and fashion over the last half century?
Giuseppe Santoni: Seeing how far – we as the Santoni Family – have come, fills my heart with immense pride and gratitude. Since 1975, the brand has turned craftsmanship into an art form, with every piece showcasing its commitment to beauty and innovation. Trends may be fleeting, constantly shifting with the times, but true quality and savoir-faire endure.
To celebrate our incredible 50-year milestone, we are unveiling “Santoni Culture, An Emblem of Mastery” – a new symbol that truly captures the heart of the brand. It’s a visual manifesto of our brand’s values and I’m very proud of it. It’s made of four elements: The tree, a metaphor for Santoni’s deep-rooted legacy, the needle and thread, representing our craftsmanship, and the paintbrush, a symbol of Santoni’s Velatura colouring technique.
Esquire: What is one piece of early advice that stuck with you, and what’s one piece of advice you’d give your younger self today?
Giuseppe Santoni: When I was growing up I received a lot of advice from my parents, but the one that really stuck with me was, “never compromise on quality”.
To my younger self, I would say to welcome change with open arms and without fear, because very often it’s through change that growth happens. Dive fully into what you’re passionate about, no matter how challenging the path may seem. And above all, never lose sight of your core values. Stay grounded in who you are and what you believe. Trust in yourself and know that staying true to your beliefs will always guide you in the right direction.
Esquire: Is there any secret recipe to creating such a lasting and iconic brand?
Giuseppe Santoni: We need to strike a balance between honouring the craftsmanship of our land and embracing innovation. By staying true to our roots, celebrating our heritage, and adopting new technologies while keeping up with luxury trends, we’ve managed to stay relevant in the market over the years. Looking back at our history, it’s clear that authenticity has been a key factor in setting us apart and making us iconic. Since day one, we’ve followed the same philosophy: a commitment to meticulous craftsmanship, uncompromising quality, and timeless beauty.
Esquire: What is the question you get asked the most?
Giuseppe Santoni: I’m frequently asked about my plans for the future, and those who know me well understand that there’s always a new idea or project in the works — each one quite ambitious, particularly when it comes to business. I’m always thinking about fresh opportunities and innovations, there is always something exciting on the horizon.
Esquire: What does your creative process look like? Do you have a strict schedule or do you let things flow naturally?
Giuseppe Santoni: Creativity and inspiration can’t be forced, but you can certainly create an environment where they can flourish. I travel frequently, which keeps me attuned to trends and up to date with new ideas. Sometimes, fresh concepts emerge when I’m experimenting with colours or textures in our Atelier. Above all, Le Marche—our land in Italy—remains a constant wellspring of inspiration. Its warm summer light, the gentle slopes of the Sibillini mountains, and the dramatic coastlines all offer endless new perspectives.
At the heart of every creative endeavor are the people who collaborate with me. Truly successful projects are born from the synergy of many talented professionals working together. But mostly, art or creation driven solely by financial gain, can lose its authenticity, passion, and soul – without those elements you won’t create something good.
Esquire: After so many years of continued success, today, at this age, what makes you smile?
Giuseppe Santoni: From a business perspective, it brings me joy to witness the passion and dedication of our artisans as they work to bring the Maison’s vision to life. Their craftsmanship infuses each product with the rich essence of our land’s traditions, creating items that are not only beautiful but also deeply rooted in the artistry of our heritage.
On a more personal level, I always smile every time I walk into my office in Milan and see a picture that reads “Buying shoes isn’t just buying shoes…it’s buying a piece of happiness.” I truly believe it. Shoes go beyond just a functional need — they tap into a deeper desire for joy, confidence, and self-expression.
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