Italian footwear brand Rucoline recently hired Davide Motta as its new creative director. And at this week’s edition of Pitti Uomo Motta is disclosing a new street-minded sneaker line called RCLN Progetto.
Motta is an expert fashion insider who previously worked as senior designer of men’s at Givenchy. His career also includes past collaborations for Dolce & Gabbana and Kurt Geiger, a degree in Industrial Design and two masters in Fashion and Footwear Design. He is now pouring his creativity and skills into Rucoline, a footwear brand that since 2013 has started collaborating with starchitects Jean Nouvel and Jean Marie Massaud.
The brand, founded over 30 years ago by Marco Santucci in 1987, is sold through 106 monobrand stores and more than 700 multibrand ones. It is distributed in Japan since 2004 and in China since 2008.
Why did you join Rucoline?
I decided to join it as my new bold and risky interpretation was immediately welcomed with enthusiasm and full trust. Looking at the past of this brand I found fast-forward thinking and a desire to experiment–characteristics which perfectly match the professional phase I am now facing. And not only that. I think I can give the brand the great transformation it needs by adopting new interpretations and my modern vision.
What distinctive aspects do you identify the brand with?
Out of its main characteristics I recognize a clear branding aspect, so strong throughout the whole collection. I have always tried to transform it.
What is the brand missing?
Rather than thinking about what it might be missing I prefer to speak about what I want to add to it, which is the harmony generated by the contamination of diverse styles attitudes: urban eclectic urban.
You have just launched RCLN Progetto. What is the aim of this collection?
RCLN Progetto throws a glimpse on Rucoline’s future, that is the brand’s next generation consumer. RCLN Progetto is not a capsule, but a new line with its own specific market positioning different from Rucoline as it will live by its own. I took my own inspiration from the past and especially from the ’80s, a very trendy mood among the youngest. I have reinterpreted–even if not by simply copying–the idea of sporty vintage and electronics of those years.
Will you also add a selection of apparel pieces or a complete total look collection?
I wish I could transform Rucoline into a global brand able to convey a lifestyle that is not simply expressed by products. In order to reach this goal we will complete our collection with apparel, leather goods and accessories.
How will the footwear, sneaker and fashion market evolve in the future? What new megatrend will become important?
People. Differently from the past when designers imposed an aesthetic, today consumers influence brands’ offer. Consumers are bombarded with lots of information through very different channels and media today, though they are much more careful, demanding and also change their mind much more often. Thus in such a dynamic and fast evolving market I cannot speak about macrotrends anymore but about microtrends: they reflect taste evolution of smaller and much more varied social groups, each one with its own subcultures and aesthetics. In my collections I try to exactly mix different styles: “Think local, act global.”