This is one of the recent profiles I've done on the founders of European startup companies that I am building for Startupbootcamp.
“We were the "official shoe supplier" for the TNW. But we were surprised and delighted when the entire TNW crew walked out on stage wearing their special sneakers. Patrick de Laive and Boris Veldhuijzen van Zanten, founders of TNW Conference, have built globally respected conference as well as Europe’s best tech news portal. It was great being part of it.”
Luca Bottticelli, CEO Aliveshoes |
Aliveshoes is an Italian startup
currently in the Dutch capital, having been chosen for the Amsterdam
Startupbootcamp Accelerator program 2013. Luca
Botticelli CEO of Aliveshoes.com explained to me that he’s been
dreaming of when he can turn his passion into a business. It is now.
“The web has broken open all kinds of markets” says
Luca. “It started with music, photography and now it is happening in fashion.
But there is one important difference. Individuals cannot usually deliver a
physical product to consumers. Yes, there are people who want to market their handmade
garments. But there’s a much larger group of people with creative design skills.
“
“But they
can’t make and distribute the shoes themselves. Most people don’t realize that
each shoe consists of no less than 37 parts!”
“So that’s
why we’re building Aliveshoes. It’s actually more than a store. It’s an on-line
partnership between the public, leading-Italian designers and shoe craftsmen
back in Italy. Together we can take a great idea and make it happen”.
“There are
many reasons why we’re making the shoes in Italy and not elsewhere, let’s say somewhere
in Asia. First, the quality is much better. We use only the finest materials;
anyone can distinguish the difference between quality leather, textiles. suede,
even recyclable rubber. We’re eco-friendly from the start and we’re refining
our entire process to reduce the environmental impact. Our shoes are not only
personal – they are made to last. “
The Aliveshoes team in Amsterdam |
“Secondly,
I’m from a shoe-making family in Italy. I know that we have a rich tradition of
craftsmanship which needs to adapt the changing values of a modern market. I
want to create a business which will have a social benefit within the Italian Shoe Valley district. We need to combine our
craftsmanship with modern technology so that these fine traditions will thrive
and grow.
“Of course,
I have investigated ways we could make our shoes elsewhere, like in Mexico or
South America. But, although we have travelled the world, we haven’t found
companies that can match the speed and production quality for the same price.”
Everyone understands
a lot about shoes. Because we all need them!
“It’s the
most sold fashion object in history. It’s really a design object because you
pick a shoe when it’s in your hands. Only then do you try them on. On top of
that, the branding plays an increasingly important part in influencing the
final choice.”
“I’ve been
working on this idea with colleagues for more than 10 years. But we understood early
on that timing was going to be crucial. “
“Facebook is
still only 8 years old, other social media sites even younger. E-commerce
software and fast connectivity needs to be in place in order for people to find
creating things to be fun and worthwhile. “
“We’re taking
a different route from the larger sneaker brands. They give consumers the
opportunity to personalise a single pair of shoes. We’re building a platform to
empower creatives, and those who want to build a brand across the fashion world.”
“Aliveshoes
is currently in a private beta. We’re inviting startup companies, like
TheNextWeb, to test out our design tools. We offer advice from the top Italian
designers that are on the Aliveshoes team. And we deliver what they create.
Fast. Efficient. Top-Quality. “
“We’ve just moved
into the next phase where we’re inviting designers, artists, brand managers to
sign up on our site. We’ve also started our search for the world’s best talent.”
“We’re
selecting the 30 best “rising stars” between now and June 20th. Frankly, we've been amazed at the talent offered by several hundred people who have already
discovered us. It’s like we've un-corked a passion that has been building for
years.”
“This past week the entire
Aliveshoes team took an active part in TheNextWeb 2013 conference in Amsterdam. It turned out to be the number
one venue for Europe’s most talented entrepreneurs. We had a chance to talk to
many creative people as well as investors. And to listen and understand where
they think fashion is going in the future. “We’re
looking for creative entrepreneurs at the conference who understand the
Internet of things. We’re happy to demonstrate what we've developed and work
together on exciting new projects. The possibilities are endless!”
“We were the "official shoe supplier" for the TNW. But we were surprised and delighted when the entire TNW crew walked out on stage wearing their special sneakers. Patrick de Laive and Boris Veldhuijzen van Zanten, founders of TNW Conference, have built globally respected conference as well as Europe’s best tech news portal. It was great being part of it.”
Aliveshoes is currently based in
Amsterdam, participating in Europe’s leading accelerator program Startupbootcamp.
Luca Botticelli can be reached at luca@aliveshoes.com.
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