“World-class” has become a
buzzword in today’s increasingly globalized economy. In a market that welcomes
the influx of products from everywhere, only those with truly special offerings
survive. Via Venetto is one such brand.
Founded in 1973, exporting
to the United States of America, France and Singapore, Via Venetto is a company
that draws upon a cherished shoemaking tradition in the Philippines – one
carried on by families in the neighborhoods of Marikina and Liliw, even as cheap,
low-quality shoes are being mass produced by the thousands in China and other
Asian countries.
Amid the threat of growing
competition, the people behind Via Venetto were unafraid to ask themselves:
“How do we keep our shoes world-class?” The answer, it appears, lay in sticking
to what the company has championed over the years: a strong commitment to
quality, handcrafted craftsmanship, and solid support and appreciation of the
highly skilled Filipino artisan.
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Via Venetto- A World Class Pinoy Shoe Brand
The world-class brand takes pride in a four decade-old tradition of shoemaking by hand. |
A trusted brand
Since its foray into the
shoe business in 1973, Via Venetto has enjoyed a strong following among women
of style, with its collection of shoes that are touted to be at par with the
world’s finest. Not surprisingly, the brand has earned an iconic status in the
Philippine shoe industry.
“Our clients have grown old
with us, and it’s a matter of pride for us. We enjoy the trust of many lolas, moms and titas, and we are thankful for that,” reveals Ms. Ging Pajaro, President
of Via Venetto. Ging shares that the brand’s designs also cater to teens, women
aged 25 to 35, young executives, upward mobile young professionals and the
daughters, pamangkins, and apos of their patrons of many, many
years.
Via Venetto has since
launched new shoe collections that are set to catch the eye of the younger set.
Now gracing their racks at Greenbelt, Glorietta, Ayala Town Center, SM Megamall,
and Trinoma are ballerina flats and loafers in a variety of shades, as well as platforms,
classic pumps, sandals, slingbacks, wedges, and mules with trendy woven, in
glittery leathers, snakeskin, patent and new fashion finishes.
Via Venetto- A World Class Pinoy Shoe Brand |
These handmade beige Santanina sandals are crafted using
fine Italian and European leathers.
Via Venetto’s stylish black Johanna mules are made of
stunning kidskin leather.
Via Venetto’s chic and elegant designs suit women of
style.
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While they now sport a
contemporary look, somehow the shoes still embody Via Venetto’s distinct
aesthetic: made of fine Italian and European leathers, classy, and durable.
After all, behind each pair is the brand’s 40 year-tradition of shoemaking.
Fatto a Mano
Via Venetto takes pride in a
39-step process of shoemaking by hand (or in Italian, fatto a mano), a practice inspired by some of the world’s most
renowned brands and perfected by the company for over four decades.
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Via Venetto- A World Class Pinoy Shoe Brand
Each pair of Via Venetto shoes is the result of a painstaking 39-step process of shoemaking by hand, or in Italian, fatto a mano. |
- Crafting shoes at the Via
Venetto factory in Marikina begins with the conceptualization of a shoe design,
as well as its translation into a working pattern. This is followed by the cutting,
preparation, and closing of the upper, during which the leather is cut by hand
or a machine, folded, and sewn together.
- The shoemaker will then
prepare the counter, outsole, insole, heel, and toplift, which are skived (cut
into thin layers), buffed (smoothed), pressed, cemented, and nailed, before
they are placed inside shoe lasts or wooden molds. After the lasting comes the
attachment of the sole and heel.
- Finally, the shoes undergo
buffing, painting, polishing and cleaning, to the shoe tree for quality
control, and are placed in boxes for distribution to stores, where they are
sure to be ogled, touched and tried on by enthusiastic customers.
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Via Venetto- A World Class Pinoy Shoe Brand
Crafting shoes at Via Venetto begins with a shoe design and its translation into a pattern |
World-class
In the face of the tougher
competition brought by the onslaught of cheaper, imported shoes and knock-offs,
Ging and the rest of the people behind Via Venetto are unperturbed.
“At Via Venetto, we have
always stayed true to our cherished tradition of superior craftsmanship and our
use of only the world’s finest leathers to make high-quality shoes. Hindi pwede ang pwede na (We do not
suffice with make-do). It is this tradition which earned us a loyal patronage through
the years, and which will enable us to keep our leadership and special place in
the hearts of our clients and in Philippine shoe market,” Ging explained.
With a solid handcrafted shoemaking tradition, a devoted – and growing – following, and an innovative vision for the brand, Via Venetto is truly set to conquer greater heights, one step (of a superbly-crafted shoe) at a time.
