Today I’d like to introduce you all to one of my new favourite stores at BIKINI BERLIN: Premiata. The Italian family-run company is all about quality, not quantity and produces its designs in Italy in small quantities, with every single one feeling like a one-off.
But let’s start at the beginning: the history of Italian shoe brand Premiata dates back to the 19th century. Since 1885, the Mazza family has been applying their unique expertise to the creation of exclusive footwear fashions. Graziano Mazza took over the company from his father in 1990 and established the Premiata brand one year later. In keeping with the family tradition, they mainly produced shoes to begin with. But since 1996, the assortment has also included a selection of accessories and textiles.
I have to be honest with you – I hadn’t really heard of the brand before. But that probably has a lot to do with the fact that this is their only store in Germany. So all the more exciting that I was given the opportunity to visit them and find out more from store manager Thomas Wendt about the story behind the brand and their range.
What instantly caught my eye upon entering the store and browsing the collections is the incredible attention to detail, especially of the sneakers which meanwhile represent the fashion brand’s core business. As well as classic models in white, black and grey, they also stock more extravagant styles: whether sneakers made of coconut fibres that are covered in silicone; models made of neoprene or velvet; metallic-coloured models, sneakers with feathers, fur or even sequins and also on-trend styles with platform soles. Premiata isn’t afraid of experimenting and certainly anything but an outdated, traditional brand!
As well as the incredible attention to detail, I was also struck by the high quality. Even just by holding a Premiata item in your hand, you can instantly see that the label attaches great importance to materials and workmanship, which of course can be attributed to the fact that the label comes from a shoemaking background. To make its shoes, Premiata only uses Italian or French leather and natural dyeing and tanning agents.
But the label doesn’t just impress with the appearance and quality of its products, their fit and wearing comfort are also unbeatable.
By the way, the clothing is very limited: certain pieces, such as leather jackets, are only available in one of each size, for example, in each of their stores in Berlin, Tokyo and Milan. And their handbags only come in five of each size. Hard to believe, right?! But at least that means at Premiata you’ll be able to get your hands on one-offs that are worlds apart from mass production and off-the-peg items.
So if you’re looking for shoes, clothing and accessories that really stand out from the crowd in terms of their design, materials and workmanship, then you should definitely pay a visit to Premiata on the BIKINI BERLIN rooftop terrace. Until mid-September you can shop their summer collection at reduced prices! Of course I jumped at the chance and treated myself to two pairs: a pair of white slip-ons and a pair of gold sneakers with sequins.