The moment I began to connect more intimately with my Italian roots as a 3rd generation Italian immigrant and learn about the fashion industry’s massive impact on climate change is when I was inspired to create Prota Fiori. I knew at this point that I needed to make a difference and would take my passion, expertise and network to work to make it happen. Prota Fiori represents my Italian heritage and desire to be a catalyst for change in the fashion industry, and is representative of my personal values and lifestyle. The brand represents who I am and what I believe in today.
3. What does the name Prota Fiori mean?
Prota Fiori translates to protect the flowers. Flowers are signs of hope, beauty and femininity and that’s what we represent as a brand, and of course the name ties back to Mother Nature. Each shoe is named after my favorite flowers in Italian. Our launch collection is Azalea, Margherita and Rosa with many more “flowers” to come.
4. Tell us about the sustainability of the brand, and what are the skins made from?
Sustainability is at the heart and soul of everything we do. First and foremost, it starts with how I’ve built a thoughtful backend -- starting with our supply chain, manufacturing and logistics partners. However sustainability goes beyond these areas of the business and I’ve been working directly with the B Corp Clinic at North Carolina State University’s Poole College of Management to achieve B Corporation status in the future, which will allow Prota Fiori to hold itself accountable for all business practices environmentally, socially and economically. I am very excited about this initiative.
The upcycled apple skins and grape skins are at the cutting edge of technology in raw circular materials fully sourced and made in Italy. To upcycle means to reuse in such a way as to create a product of higher quality or value than the original. Our apple skins are derived from apple waste in the North of Italy and our grape skins are derived from post wine production in Tuscany. The quality, look and feel of these materials is the equivalent of the highest quality of leather. It’s quite remarkable.
5. Where are the shoes made? How are you redefining luxury?
Our shoes are handmade by 3rd generation shoemakers in the region of Le Marche, Italy which is about 4 hours south of Milan off the Adriatic Coast with rolling hills of vineyards, “agriturismo” farmhouses and stunning landscapes. This unique region in Italy is the birthplace of shoemaking and famous for women’s luxury footwear.
Selecting our family factory in Le Marche was very important.
For example, if I am looking to taste the best Barolo in Italy, I will go to Piedmont where Barolo originates from. Can I drink Barolo in Tuscany? Sure, but it will not taste like the one from Piedmont.
With footwear, you can make a shoe anywhere and say it is “luxury,” but in Italy we know that Le Marche is the best region for making this type of footwear with multi- generational and highly skilled craftsmen who learn from their families.
We are the first of our kind to build an innovative approach from the ground up that has breathed new life into the heartland of Italian luxury footwear craftsmanship by possessing a vision with sustainability always in mind and 21st-century leadership.
We are made in Italy, the modern way.