The Fermano-Maceratese Footwear District: A Story of Great Tradition
The Fermano-Maceratese Footwear District: A Story of Great Tradition
The Fermano-Maceratese District
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Chapter 1: Historical Roots: From the Middle Ages to the Early Industry
In the heart of the Marche region, the quadrilateral formed by Sant’Elpidio a Mare, Montegranaro, Monte Urano, and Monte San Giusto is today synonymous with excellence in high-quality footwear production. This district, among the most renowned in the world, has its roots in a centuries-old artisanal tradition dating back to the Middle Ages.
As early as the 14th century, shoes produced in this area were highly appreciated. Giovanni Boccaccio mentioned them in the Decameron, praising their beauty and quality.
The first major leap occurred between the late 1700s and early 1800s with the production of chiochiere, lightweight slippers with a horsehide sole, crafted by master shoemakers in Montegranaro and surrounding areas. This product was highly successful, expanding into markets such as France, Greece, and America.
Confirming Marche’s excellence, Alessandro Berluti, originally from the region, founded in Paris in 1895 a brand destined to become a global luxury icon. His seamless shoe remains a symbol of elegance and craftsmanship to this day.
Chapter 2: The Industrial Revolution: From Workshops to Factories
By the late 1800s, the Marche footwear district entered a new era with the advent of the Second Industrial Revolution. Mechanization became key, and the invention of the pedal sewing machine for uppers revolutionized the sector. Production was no longer limited to slippers but expanded to structured and durable shoes for a growing market.
Photo of one of the first factories in the Fermano-Maceratese district
Social Consequences:
- Increased production and greater accessibility of footwear.
- Entry of women into the workforce, sewing uppers from home.
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Evolution of small artisans into entrepreneurs with increasingly structured workshops.
By 1911, the numbers spoke for themselves: in Monte San Giusto, nearly half the population was employed in shoe production, while Montegranaro was producing over 300,000 pairs per year. However, the looming world wars would bring a sharp halt to progress.
Chapter 3: Between Crisis and Revival: From Post-War to the Golden Years
World War I put many businesses in crisis, but the resilience of the Marche region turned difficulties into opportunities. In 1923, the first mechanized shoe factory in the region was founded in Montegranaro, marking the beginning of a new era.
The real boom arrived in the post-war period: between the 1980s and 1990s, the district reached the peak of success, with growing exports and an unmatched level of production specialization.
Distinctive Excellence:
- Montegranaro: Classic men's shoes.
- Sant’Elpidio a Mare e Porto Sant’Elpidio: elegant and sophisticated women's footwear.
- Monte San Giusto: men's and children's shoes.
Visionaries like Salvatore Deodato and Andrea Sassetti brought innovation and design to an international level, making the district a global reference point.
Salvatore Deodato: The Visionary Designer
Born into a family of artisans, Salvatore Deodato transformed his passion for design into an international brand.
His Signature Features:
- Fusion of traditional craftmanship and innovative design.
- Use of premium materials and advanced manufacturing techniques.
- Luxury finishes with exclusive applications.
His collections, showcased at major industry fairs such as MICAM Milan, were sold in luxury boutiques worldwide. However, with globalization and Asian competition, the Deodato brand suffered a decline, leading him to gradually exit the market.
Newspaper Article: Salvatore Deodato, the "Christian Dior" of Shoe Designers
Andrea Sassetti: Between Fashion and Formula 1
While Deodato represented elegance, Andrea Sassetti embodied entrepreneurial audacity. With his Andrea Moda brand, he made a name for himself in the luxury footwear industry with exclusive and high-quality designs.
However, his ambition led him beyond footwear: in 1992, he acquired the Coloni Formula 1 team, renaming it Andrea Moda Formula. The project turned out to be a failure, abruptly halting his career.
Photo of the "Andrea Moda Formula" race car
Chapter 4: The Great Crisis and the Sector’s Transformation
Since the late 1990s, the Marche footwear sector has faced a deep crisis. Globalization, Asian competition, and economic recessions have challenged many businesses. To survive, some brands moved production abroad, but this led to the closure of many factories and job losses.
The Revival: Quality, Sustainability, and Made in Italy
Despite the challenges, the Marche district has not given up. Today, its revival is driven by:
- Commitment to quality and craftmanship.
- Sustainability, through the use of eco-friendly materials and low-impact production processes.
- A return to the authentic values of Made in Italy, focusing on innovation and customization.
The Fermano-Maceratese district remains a pillar of the footwear industry, proving that tradition and innovation can coexist to face the challenges of the future.
