With everything turning towards vintage sportswear, it was perfectly timed and serendipity to receive an invitation to the Diadora museum. Located near Treviso, around 40km from Venice, Diadora, the Italian sportswear brand and manufacturer, is having a renaissance and riding the wave of the revival of 80s sports classics and men’s terrace wear.
Left - Diadora HQ is near Treviso, a town in the Veneto region of north-east Italy
Unfortunately not open to the general public, the museum is located at the head office and factory. Since July 2009, Diadora has been controlled by L.I.R. the holding company owned by the Moretti Polegato family, who also own Geox. They have re-established the Diadora brand and the museum is there to remind and explain to visitors and employees the brand’s history and sporting heritage.
Right - The timeline of Diadora's history in the museum
Diadora is from the Greek, dia-dorea, which means, ‘to share gifts and honours’, and was established in 1948 by Marcello Danieli to make mountain boots. Treviso is situated near the mountains and the Italian mountain police required special boots for their duties and this is why many of these types of manufacturers and companies sprang up in this area after the war.
In 1960 Diadora shifted its production to sports and during its heyday in the 1970s, 1980s and 1990s, it was worn by some of the biggest sports stars of the time including Ayrton Senna, Sebastian Coe, Bjorn Borg and the Italia ’90 Italian football team.
Left - One of many of the famous sports shoes in Diadora's hall of fame - Here is Boris Becker's
In 2009, Enrico Moretti Polegato, a member of the controlling family, became the new president of the company with the aim of enhancing the brand’s worldwide reputation and production. A background as a lawyer, and softly spoken, he kindly gave us the tour of the museum.
Right - Inside the factory where 10% of Diadora's shoes are #madeinitaly
The museum starts with an overview of nearly 70 years of history with a few of the original machines and processes it takes to make the shoes. An enviable collection of signed football shirts illustrates the depth of names who have worn Diadora.
The next part is where Geox’s expertise comes in. Masters in sole innovation and construction, they are regarded by some as the best, producing comfortable and practical footwear. A new concept, centred in the room, illustrates the breathability of their soles and how they are bringing this technology into Diadora’s new footwear.
Left - Diadora's sporting greats on the outside of the headquarters
The final part is Diadora’s greatest hits: a display of all the sports people who have worn Diadora over the years including Boris Becker, Roberto Baggio and Francesco Totti pictured alongside their shoes.
Diadora’s collections are a good mix of heritage with modern finishes and techniques centred around the sports shoes and their current collection of 'Heritage' casual wear has the strong branding people are currently looking for. They do pure sports shoes, casual shoes and vintage inspired shoes, for many different sports, and they also produce utility shoes. Around 10% of their shoes are, now, made in Italy, and around 30% is made in neighbouring countries in Europe.
When I visited they were making utility shoes in the factory adjacent to the museum. The small production space is connected to the design department so they can prototype and produce in limited runs and in tighter time frames. Diadora has recently specialised in producing special collaborations for brands and retailers.
It feels that being part of a bigger group, Diadora, has more stability and the expertise and investment you need in order to be able to keep up in this very competitive market. As people grow tired of the sports mega brands and a return to those with real heritage, Diadora is in the perfect position to reap the benefits with quality products that are well made and define this new era of retro sports that has hit the current fashion scene.
Right - Diadora's current SS17 campaign which references its 80s archive
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Ryan Gosling topped TheChicGeek's Best Dressed Oscars list last year- here, and, again, his laid-back confidence shows with the reintroduction of the fun and retro ruffled shirt. He hasn't gone full-on Jared Leto Gucci, here, but, this is a wearable interpretation of Gucci's influence on menswear right now.
You can pick these shirts us from vintage shops or online and they add a touch of personality to a formal dinner or prom suit. Add a large floppy bow tie and you'll be the life and soul of the party.
Left - Ryan Gosling in Gucci Oscars 2017
The Vintage Fashion Bible is written by the vintage fashion experts and Red or Dead founders, Wayne and Gerardine Hemingway. It is the only complete chronological look at 20th century fashion for men and women, as well as a practical guide to buying, styling and restoring vintage clothing.
Left - The Vintage Fashion Bible - £25
The book looks at the development of fashion from the 1920s to the 1990s, using clothing catalogues, film posters, magazine articles and other contemporary advertising to create a fully authentic feel for each decade and to show through original visuals how fashion evolved.
TheChicGeek says, “You can’t really be passionate about fashion without having a love of vintage. It’s all part of the education of knowing your references and styles and discovering when particular things were new or a reinterpretation of something older.
One of the best vintage events I ever attended was Vintage at Goodwood in 2010. Not be confused with the Revival, it was the Hemingway’s first foray and the establishment of their vintage events brand which has appeared all over the country since then. It was the attention to detail that really made it standout, especially with the very hard to impress vintage crowd.
The same branding and feel has been used in this book as it takes a realistic, if slightly simplistic, look at the 20th century and it’s numerous styles for both men and women. It’s a fun look at the main styles and looks of the differing eras with tips and information from experts.
The Hemingways certainly know their kipper ties from their fishtail skirts as Red or Dead was a very vintage inspired fashion label, pioneering that 70s retro look which was popular throughout the 1990s. There is plenty here to stimulate, but probably not enough depth for a vintage aficionado. I always like to see what people predict to be future vintage, I did the same in my book. Only time will tell”.