Salvatore Procopio’s history begins in 1956 – it was the Rome’s “Bella Vita” age. Rome was flourishing – everyone was there, wanted to be there, in the center of the world. It was the time of the explosion of the fashion, the époque of great actors and actresses, all coming to Rome to search for a difference in their life.
Salvatore Procopio – father of Pier Daniel, was a young designer then, came to the Italian capital and started to present his creations. The result was so thriving that he initiate supplying a chosen and privileged group of famous people, its handmade production was really limited to ensure the quality of each and every shoes. In the following thirty year Salvatore was able to deliver to the most relevant shops in the world from Paris to London, from Algeri to Gedda to Abudhabi, from Moscow to Tokyo to New York City reaching all the coolest cities in the world.
We all know life can be hard and mean, a car accident slowed down, almost stopped, the career of Mr.Procopio – and the brilliant expansion of his collections and brand. But life can also be generous and mild and always offers a second chance, and so the story goes on… Today, his son Pier Daniel Procopio and their team of experienced artisans, continues the family tradition in a different level – creating and presenting, a new collection of Salvatore Procopio’s shoes, pursuing the concept of made in Italy or better say hand made in Italy.
“To design a new shoe” explains Pier Daniel, “we start to figuring out the kind of woman could be wearing it. So we start dreaming of her dressing our shoes. How can they celebrate her beauty, talk of her womanhood, exalt even her inner greatness, explain to everyone her elegance and greatness, with gentle lightness. And that’s the beginning of everything”. A machine tool cannot visualize or dream. An artist can, that’s what makes the difference and this is why Salvatore Procopio’s shoes are all handmade.
I had the pleasure to meet Pier Daniel Procopio, at the The Italian Expo at George R. Brown Convention Center in Houston, TX. – Where I was able to see on display some of his amazing creations. This past weekend, got even better by receiving an exclusive invitation to visit Salvatore Procopio headquarters-studio in Rome, where we were able to do an interview with Pier Daniel Procopio and see up close the materials and tools that they use to create these beautiful pieces of art (shoes).
Mr.G / Luis Soto: Pier Daniel Procopio, welcome to Metrovelvet. How are you doing?
Pier Daniel: I am great thanks! So excited about what’s happening right now… I’d like to thank you and Metrovelvet for the opportunity, to show my work and my family project to all your readers.
Mr.G: Can you tell our readers more about your family history?
PD: My father, Salvatore Procopio, began to design and create hand made shoes in 1958 in Rome. He always took care of both design and production, in all the details with passion and dedication. Since then he tried to make his dream come true, through his work, and to have women around the world wearing the shoes he made. When I was a child, even when we were on vacation, he was always ready to put on paper his thoughts, to draw a shoe when he was inspired. And when we were in Rome, in our workshop, he was always overseeing the production of each shoe. Then, back in 1996 I joined the company and we started working together, through the problems of the global economy, without losing sight of our style and what our brand stands for. Today we are again presenting our work to the international market with our new collection. I hope you could appreciate the personality and the high quality of the hand-made work.
Mr.G: How did you start your career in the shoe industry? What inspired you to be a shoe designer / bespoke shoe maker?
PD: Luckily, doing everything. In all these years, I supervised the production, design, purchasing, sales, public relations and administration. I was not inspired by anything, one day I just thought that I had earned the right to speak my mind, of course through the models.
Mr.G: What does Salvatore Procopio Rome mean to you?
PD: It means dependence. To feel alive, we need each other.
Mr.G: How do you decide on new design styles, what inspires or influences you?
PD: Living in Rome it’s very important to me, I can find new inspirations everywhere to create a new design. I try to shape down what I can see around me, a square, a monument, a snaking street, a garden, in a new shoe. I envision a woman wearing it and it should look good. When I study a new design, I keep all those ideas in my mind and so I try to create a shoe that fulfill my vision.
Mr.G: Let’s say that I am one of your clients, what’s the process for making me a pair of bespoke shoes and how long does it usually take to have them ready?
First step is to choose together the design/model that suits you, that can enhance your elegance and beauty then we can discuss about customization of your unique pair of shoes by choosing: the leather/skin, color, in case different heel height, and so on. Finally we take measures of your foot and all this info are forwarded to our style office. Your details are processed and your mould is created, in order to realize your personal shoes. We will then deliver your creation within 30 working days unless you required major structural changes or very unusual skin. In that case we will agree on the delivery date.
Mr.G: What kind of shoes do you specialize in? What makes your shoes, so special or should i even say a piece of art?
PD: We claim that our shoes are so special thanks to, I would say, the combination of two very different factors: our poetic design and the unique chance to offer you an exclusive model. Let me debrief this statement.
As I mentioned before, we strive to combine tradition and innovation in our design. Our shoes have been defined unusual, and in a positive way. We tend to assemble new shapes without exceeding in luxuriance. Our shoes are not weird, they are different though. Furthermore the uniqueness of our shoes depends on the fact that we do not just realize them still crafts manly, almost everything is hand made, but that we offer to our clients the possibility to customize their pairs in such a way that tailor-made is much more than a phrase, it’s the sharp description of what we make. You can truly make your dream came true and wear a pair of shoes which would likely be the only one in the world and with a coordinated handbag that will exalt your grace and distinction.
Mr.G: Which is your favorite kind of leather to work with?
PD: My two favorites are crocodile and ray fish, because they’re very difficult to work with it and it takes a lot of time, but the result it’s amazing; having said that I’d like to point out that we work only with natural leather.
Mr.G: Where do you source your materials from?
PD: All the material we purchase comes from Italian suppliers, who can guarantee the high quality and value of materials and an origin that respect all the international laws about skins. Our quality control system is strict and demanding. We cannot accept any compromise on material.
Mr.G: How can we order or where we can find your shoes?
PD: Good question…we do not sell through shops, not even the smartest boutique. We want to talk to our client that will be wearing our shoes and find out with her the best fit. So our business model follows these steps:
1. We organize an event, a fashion show, a lunch or cocktail party, to present the collection.
2. Then we take appointments.
3. During the meeting we find out which shoes fulfill the client’s desires.
4. Then we deliver.
We introduced the brand to the US, and Houston in particular, in the first half of 2011. We are now establishing
partnership with local exclusive locations where we can be monthly to present our shoes and meet clients. Likely before the end of 2011 we will be in LA, Chicago, Dallas, Houston, Miami and NYC. We will publish soon in our website the list of town and events for the next fall and winter. You’ll be the first one to know, I promise!
Mr.G: What is the future of bespoke shoe making for you?
PD: Providing more and more opportunities. We live in a time where everyone claims to be unique and special, but actually we see a lot of clones around. Made to order products, like our shoes, is a concrete chance to make a statement, to set and affirm your personality, to make the difference in your precise way. We do understand this is not a option for everyone. Hand-making is in all sense “master piecing”. A piece of art is not for everyone, so If you can afford an original Monet, why would you buy a printing?
Mr.G: Have you ever planned on design men’s shoes?
PD: You see: woman’s shoes booster creativity. It’s something that you cannot take away from them. The beauty is there. The dream, the possibility to be innovative and inspired. It makes me feel like a painter or a sculptor: Botticelli, Michelangelo, Caravaggio, Giotto to name some. I can’t find that feeling in designing a man’s shoe. Actually we did in the past, at present we want to be focused on women’s. It might come a time in the future when we will plan again to design a men’s fashion line. Of course with a different approach as you can easily understand.
Mr.G: What can we expect from Pier Daniel Procopio in the future?
PD: Everything you like of course! We will design a new collection this summer. I’d like to point out that we are not just willing to fulfill a requirement, as a designer you are expected to launch a new collection seasonal, but we are willing to design new shoes. It’s like the “fire” of a painter or of a writer: you are pressed to create.
We have been in Beverly Hills at the end of June, thanks to the La dolce vita Italian Film Festival and I’m proud to say that some Hollywood stars are experiencing the pleasure to wear our shoes. Just to name some: Martha and Dina de Laurentiis, Angela Basset, Sasha Pieterse, Perrey Reeves and Minna Murphy.
Mr.G: Do you have any advice for young people who’d like to follow in your footsteps?
PD: My personal point of view is: this is not a job like any other one. You do not have a simple schedule and daily timetables. It’s art and you have to strive for perfection, at least go on working on your mold till when you feel, and I use this verb specifically, you feel it’s perfect. It may take one day, one week or more. It’s a matter of inspiration. My suggestion is: if you really want to work in the fashion world, start looking for inspiration everywhere. Start using the profound sight, the one that always goes further, behind the obvious.
Pier Daniel thank you for doing this interview with us, once again it was a pleasure to meet you. Good luck, best wishes!
I would like to give special thanks to Andrea Pugni and Paolo Pugni for all your help and coordination, to make this interview possible.
Mr.G / Luis Soto
Co Editor
Mr.G@Metrovelvet.com