Treccani Milano, the artisanal bespoke Italian shoes and leather accessory brand, was inspired by its founder Emanuele Bonasia’s travels across Europe and North America.

“But the idea didn’t come to me because of what other retailers across those continents were doing. I was motivated by what they weren’t doing,” muses Bonasia. “I noticed that there was a lack of hand-crafted quality shoes and in particular there was a very limited on offer as far as Italian bespoke service for men’s custom shoes were concerned.”

A brainstorming session with his wife, Nicole Branicky, about how a brand that blends traditional Italian craftsmanship in shoes witha sophisticated service offered to clients across the world can be created, led to the setting up of Treccani Milano.

Over the last few years, the brand has expanded their beautifully crafted collection to include women’s custom boots, pumps and flats, as well as custom dress shirts, leather bags and bespoke belts. The brand has also launched a custom golf line that features a range of leather shoes andbags, and polo shirts. Even though Treccani Milano was created in Italy, in its early stages it moved to Canada and established a flagship store in Toronto’s Yorkville fashion district, where customers can custom design their luxury products while enjoying an authentic Italian espresso. You can also buy their products on an online boutique (www.TreccaniMilano.com) with the assistance of a personal shopper (for inquiries, Bespoke@TreccaniMilano.com). Besides, the brand takestrunk shows all across the US and Canada. “We have plans to expand to other markets very soon and will reveal more details on our website in the near future.”

Their one-of-a-kind products are performed by traditional artisans, who possess the same passion that their grandfathers had for their craft, at the Treccani Milano studio in the heart of Milan. The creative side of the business is ledby Nicole, who is also a co-founder of Treccani Milano, and who looks at all designs, from the first sketch to the final product.

“There’s no mass production, no limited edition and each product is unique and unrepeatable,” says Bonasia. “We cater to discerning customers and once theydecide on a product, we work on the design they have chosen to be created by our master craftsmen. Our artisans come from families with long lineages in leather crafting, a skill they have passed down generations for over 60 years now. Most of our products are hand-sewn, and our leathers are hand-selected and hand-finished,” says Bonasia.

As expected from bespoke brands, no two products from Treccani Milano are alike, making it a highly individualistic brand. “Leather craftsmanship is usually passed along family lines in Italy so the techniquesused in our products are based on old traditions and modern technology.As a result, Treccani Milano expertise cannot be replicated and every pair of our shoes is unique in its finish,” he adds.

The brand can also add on personalised monograms on shoe heels or insert text, like the date of your wedding, in the insole. “Our signature charm (an Italian greyhound) in solid bronze, silver, 18k gold or platinum, can be embeddedon products. And those looking for something truly unique can have their monograms hand-painted by artists in Italy,” says Bonasia.

The brand’s other services include custom belts to complement shoes. It also lets customers choose the colour of the thread in their golf bags and dress shirts. Several mother of pearl button options are available, so clients can select the thickness, shape and colour to create their ultimate dress shirt.

Since the products are designed and made in Italy, it typically takes between four to 12 weeks to craft each piece. “Since fast fashion is the norm in our society, customers aren’t usually used to waiting for authentic customised luxury goods,” says Bonasia. “From our perspective, waiting is part of the pleasure of creating something unique, made only for you, based on your needs, taste, wishes and creativity. We see ourselves as only a guide to help people achieve their dream products. Once their Treccani Milano order arrives, they always say it was worth the wait!”

In an increasingly wired world, Treccani Milano has leveraged the social media effectively. “Tools like Twitter and Facebook are essential to how we build relationships with our existing and prospective clients. We use these social media channels to keep in touch about new products and special events.”

As the younger generations move away from traditional artisanalprofessions, towards white collar careers,most companies are relying on mass-production. Luxury, at its roots, is all about hand-crafting. “It’s important to us to preserve ourancestral heritage and continue to nurture true Italian style. By doing this, we’ve become a highly coveted brand because we offer people a shopping experience they can’t find anywhere else,” adds Bonasia.

At Treccani Milano, they believe that listening to and meeting the needs of the clients is the key to success. “We’ve become a sought-after luxury brand because consumers know we keep our word and deliver on our promises, so they understand and trust us. The success behind our approach is that we exceed customer expectations in product quality and service, time after time,” says Bonasia.
The brand is developing a product that will ultimately support a good cause, which, says the founder, is also “meaningful to the Treccani Milano family”.