Though the whole ‘luxury, made in Italy’ story is becoming something a few brands have been leaning on a little too much these days, (you can still create different looking, well designed products in Italy fellas..), it’s still nice to see the beautiful process that goes into the production of these shoes. Plus I have to admit, the marketing behind Facto is something to respect, I mean just look how well written the description of their video is –
‘The Shinto Buddhists refer to it as Tsukumogami, a belief that certain objects develop their own spiritual essence over time. From the entropy that becomes the design, the design that through artisanship, brings to life a product, the soul is intrinsic to the core of FACTO. The event of conception occurs at a family-owned manufacturer in the Tuscan countryside. This is a behind the curtain look at the making of samples from the FACTO Spring 2016 collection. It is the artisans that imbibe each shoe with that vital spark, giving it life through craftsmanship, wrought from a sequence of intricate processes. It is insight into just who these people are, the pride they take in their work and the appreciation for the tradition of their craft. A step forward from this tradition, is a paper-thin NFC inlay embedded in the shoe, that will allow anyone with an enabled smartphone to discover the spirit of FACTO simply by placing their mobile device onto the shoe. Specific information will seamlessly appear on the smartphone providing details of the materials, the make and the shoe’s origins here, with the artisans, in Tuscany. This is the ANIMA FACTO.’
Very nicely written, and the NFC inlay is a nice touch. Check out their behind-the-scenes video, below.
via – Highsnobiety
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