BRAND HISTORY

An adventure that started in 1885 and has been growing since 1932, evolving into a high quality shoe making business

Unusual materials, innovative colours, embroidery, applications, utmost attention to quality. The world of Fabrizio Serafini is the tangible expression of his life’s journey. Sportsman, traveller, multi-faceted creative personality that in the early 90’s reinvented the sneaker, drawing inspiration from vintage models and giving it totally new features, while still adhering to handcrafted production.

It all started in 1885 when the first Serafini workshop opened in Arezzo for the sale of hides, and expanded in 1932 when the Calzaturificio Aretino was established, producing high quality footwear.

1885

In 1885 shoemaker Giuseppe Serafini opened his first store in Castiglion Fiorentino, in the province of Arezzo, signaling the beginning of a family and company history that brought to the world of footwear freshness and unique style that would endure for generations to come.

1921

Giuseppe’s son Orlando continued to implement the handcrafted manufacturing procedures, but times were changing and his business sense in tandem with the traditional method he had learned from his father led him to set up new manufacturing procedures.

1932

In 1932, the “Calzaturificio Aretino” was established and employed master shoemakers that applied Tuscan tradition as well as modern machines to manufacture high quality shoes for men and women.

Fabrizio Serafini
Fabrizio Serafini
Serafini history

1950

In 1950, Giuseppe Junior Serafini took over the family business. He grew the business even more and developed an international sales network, particularly for the women’s collections. Quality lines of footwear manufactured by SERAFINI were now exported throughout the world, with Serafini collections available in France, Spain, Greece, Belgium, Holland, Luxemburg, Norway, Denmark, Finland, Germany, Austria, Switzerland, Cyprus, China, Russia and Japan.

1985

In 1985 tradition and innovation continued to characterize the company, but when Fabrizio of the fourth generation of Serafinis took over, the historic SERAFINI company set off on a totally new and original course. As Fabrizio was passionate about sports and tennis in particular, he researched and imported the major brands of sports shoes. This business venture met with success in a special and demanding market that is always on the lookout for new ideas.

1997

Having thus acquired a unique level of know how insofar as sports shoes, Fabrizio Serafini decided to define his own concept of a sneaker: one that would be Italian by tradition, manufactured along handcrafting criteria and contemporary in style. SERAFINI SPORT was now a reality.

2003

Can a shoe be elegant, like a handmade shoe, but still be comfortable and modern like a sneaker? Fabrizio’s enthusiasm joined forces with a tradition dating back four generations while business objectives dictated that the style be inspired by the vintage collections of the 1970s. And this is how FLAT was created, a model that identified SERAFINI and became successful as it conquered international buyers the world over who were in tune with the demands of the market.

2012

The 80-year anniversary since the official foundation date is celebrated. A special year, rich in events, which benchmarks the come-back to the origin of the brand as an intrepreter of a real Italian life-style. Mad for Serafini is now a claim which is well known in over 15 countries all over the world.

2015

After the great success of the “Flat” model, which gets 10 years old in this year, Fabrizio Serafini launches a new model: “Flat Gold”, with a new, 80’s inspired design and a more contemporary rubber sole which makes it more cool than ever. It’s a true fashion remake.

2017

2017 is an important year for Serafini due to its new visual identity, characterised by colour and boldness. It is a real complete makeover of the brand: a restyling of its logo, and a new layout for its website serafinishop. com. A decisive change of course that looks to the future and involves everyone, especially the Style Department that designs new original models, in line with the latest trends.

2019

Fashion moves fast, and we run with her!

After the success of our Oregon, our designers have chosen to dedicate themselves to the creation of new “mid-season” collections, such as Capsule Collections and Limited Edition sneakers.

The Serafini world grows larger with the addition of hats, t-shirts, sweaters, and much more. “It’s Serafini, but it’s not sneakers” is the new slogan that encapsulates the essence of the new accessories that accompany the shoewear collection.

The brand becomes more and more attentive to sustainability, from the shipping box, entirely made with recycled cardboard, to the new GREEN line, which comprises water bottles, shopping bags and much more.

The last bet for 2019 is CARLÀ: a Capsule Collection based on our ability to dare and surprise.

2020 THE NEW TRENDS

#WeareSerafini gets stronger and louder on social networks: this is not a simple hashtag, but a way to create a real community for the Serafini brand.

Not only that, in 2020, many influencers are wearing #SerafiniShoes! This year is characterized also by great research that looks to the future, looking for new approaches and cutting-edge methodologies.

 

 

Our showrooms in Paris, Milan and Rome are joined by the new DIGITAL SHOWROOM, a platform that will accompany the sales campaigns of the new collections, capable of reaching boutiques around the world with just one single click.