BEHIND THE BRAND: IN CONVERSATION WITH CREATIVE DIRECTOR ALFREDO PIFERI

What inspired you to create PIFERI, Vegan shoes made divine?
Brands today must connect not only with customers desires but more importantly with people's choices. I don’t refer to vegans only, but to a broader spectrum of customers who want to enjoy designer luxury shoes, guilt-free. The market was ready, and I was up for the challenge. Not eating meat myself I know what it means to find alternatives and it is a very surprising process of discovery: I have asked myself can I make shoes that are design driven, sensual, luxurious and leather free? This is how this challenge started. PIFERI shoes are objects you desire for their look and respect for their values.

Can you give us more insight in regards to your material choices. Which material is your favorite to work with?
My favorite materials are the ones that offer the luxury look and feel and contain a high percentage of bio components or recycled materials. It is sometimes challenging to source them as there are still many gaps in the production chain when it comes to sustainability, at PIFERI we push the boundaries, but we are also aware of the margin of improvement.

What is your main source of inspiration? What is your design process like?
Ultimately it is my final customer. What would they like to find in the market? What do they expect from PIFERI? These are the main questions I ask myself while developing a PIFERI. My process is a mix between my own personal taste and experiences, there is no tracking, no images pinned down a board, is my gut feeling that drives, ultimately is between me, my memories a blank piece of paper.

What are small tips you can share when it comes to living an eco-friendly, fashionable lifestyle?
Sustainable means it can be done forever and based on this notion we can all analyse what aspects of our life are not. Asking ourselves this question is already a sign of awareness and then comes the action. Buy products which are essential in their design, durable, honest in their make and values. A product that you want to keep and wear through the years is already a more sustainable choice itself.

What appeals to you about the Middle East?
People have appreciation for Design, quality and newness, and a genuine love for shoes! On this ground I believe the match of PIFERI and their customers will really happen.

PIFERI shoes are objects you desire for their look and respect for their values.

What can customers expect from the brand?
First of all a silhouette, then a sensual sensibility which is definitely one of our core values. All this mixed with that surreal dream that always inspires our creation. They can also expect consistency in the message and a measured evolution into the perfect wardrobe adding pieces more than entire collections. This is a particularly important point for us and for a more sustainable future.

What are three things you love about Level Shoes?
It’s fame needs no introduction and we are very pleased to partner with Level Shoes exclusively in the region. We will find many occasions to connect with the customers and establish a solid presence in the Middle East.