July 21, 2021 – High fashion brands like Common Projects, Koio and Greats have showcased their own luxury sneakers, but a savvy new designer is hot on their heels.
Fresh-faced luxury footwear brand Giovvani puts comfort next to fashion. Since its founding, the brand has seen remarkable growth.
“When launching The Lorenzo in 2020, we wanted to test market demand with just three initial colorways of black, grey, and white sneakers to see how [buyers] would react. The demand was staggering… towards the end of the year, we were forced to pause some marketing campaigns due to demand outstripping supply,” said an internal source.
Giovvani handcrafts its shoes in small quantities out of soft, enduring, fine leather. This, along with the brand’s minimalistic approach to luxury, is a huge competitive edge. But what stands out most is how these sneakers are more than an accessory.
The casual yet classy authority behind Giovanni’s name is one reason why its sneakers have flown off shelves. It caters to a comfortably lavish lifestyle, with designs to match an upscale bar scene or casual business meeting.
Aside from Giovvani, the luxury sneaker market itself is experiencing significant growth; global revenue within the industry was estimated to be worth $28 billion in 2020 and is forecast to reach $49 billion by 2027. The growth namely coming from high-net-worth millennials keen to flaunt their wealth with status symbols such as luxury footwear.
“It’s not really even a trend anymore – it’s become a category,” said Bruce Pask, Men’s Fashion Director at U.S. department store Neiman Marcus.
Looking at the forecast of 5-6% growth annually over the next seven years, it’s safe to say the style is more than a fad. Unlike neon and hot pants, luxury sneakers are here to stay.
In comparison to big brand names like Gucci, Fendi, or Burberry, Giovvani is unique in its versatility, class and minimalism. In less than a year, it’s grown exponentially and even struggled to keep up with demand–some may say that’s a good problem to have as a new company.
Rooted in the belief that less is more, Giovvani’s versatile and subtle styles fit casual, business casual, or even mystery settings (perfect for traveling). There is finally a go-to luxury shoe brand for any occasion.
Founded in 2020, the luxury shoe brand caters to ambitious millennials who enjoy quality comfort in high fashion. Summer 2021 marks a pivotal era for Giovvani with its release of six new colorway designs.