Emerging Brands at Micam Hope to Reignite Footwear Market
Stephen Garner
Senior Editor
As Italy grabbles with declining footwear experts, show organizers at Micam are eager to jumpstart the industry by highlighting new talent.
At the 99th edition of the Milan-based Micam show, which runs through Tuesday at Rho Fiera, organizers once again put the spotlight on 12 emerging footwear designers featured at the trade fair.
“Micam is the best response to a challenging period for the footwear industry,” Giovanna Ceolini, president of Micam and Assocalzaturifici, said. In fact, Ceolini noted that the Italian footwear industry ended 2024 with an 8.4 percent decline in export value and a 9.4 percent drop in turnover.
“However, forecasts indicate a gradual market improvement by the end of the year, with recovery prospects driven by the industry’s capacity for innovation and resilience,” Ceolini added.
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It’s with this innovation in mind, the 12 emerging designers showing at this edition of Micam are looking to make an impact in the industry. Much of the brands in the section were returning to the show for the second time following their debuts in September.
For Guillaume Mesly d’Arloz, head of brand and impact at French vegan brand Meeko, Micam has been a way to forge new relationships. “We have met with many shops, agents and distributors this week,” Mesly d’Arloz told FN. “We are still quite a young brand, but we are in the process of raising a new round of financing to continue our expansion.”
Mesly d’Arloz noted that Meeko is currently working with concept stores and outdoor retailers in France and Germany – with hopes of one day opening up distribution to the States. “Some of our shoes are made in China so that could be difficult now with Trump’s tariffs. We may have to move it to Vietnam if we were to ship to the U.S. But we fit right in that fashion outdoor sneaker market that is taking off right now, so things are going well,” the executive said.
Daphne Wattiez, the designer of Akvo sandals, had steady interest this season. “It’s been a really positive experience, with good press and buyers from around the world. So I’m very happy. I think people like the timeless aspect of my sandals. They’re very interested in also collaborating with me because I can develop new colors if someone wants an exclusive collection,” Wattiez said.
Wattiez noted that several resorts and destination boutiques that value her sustainable approach to footwear (the designer mentioned she in the process of attaining her B Corp. status) may enlist her soon to produce for their business.
Design duo Alberto Tassinari and Francisco Batta of León, Mexico-based Sistta, are eager to continue growing their business. “We are selling in Mexico and the U.S. right now, but we have some new interest from retailers we’ve met from Austria and Belgium,” Tassinari said. “Buyers are responding to how we like to combine different styles into one – like our sneakers that have elements of a moccasin throughout.”
