MEET VITTORIO CORDELLA
WHERE STREET COUTURE WAS BORN
You can't have missed Joshua Sander's creations on Instagram. The sneakers designed by the Milanese label are extremely visual and photogenic, and are liked by loads of millenials.
At the head of the brand and its art direction since 2012, Vittorio Cordella knows how to balance between streetwear and high end fashion in the collections he makes for Joshua Sanders. As he explains in the interview he gives to Le Bon Marché Rive Gauche, his "street couture" style's aim is to make his clients and aficionados travel without taking the plane. From Seoul to Los Angeles, from Paris to Milano, Vittorio Cordella conquers the heart of streetwear addicts.
How did you launch Joshua Sanders?
It was 2012, I felt there was some space for a contemporary brand of shoes: great quality, fashion forward design, easy to wear, right price. I used that formula and in 30 days I design the collection introducing it to the buyers. My background is retail (I owned 2 multibrands stores in Italy for 9 years) and then I had 2 brands, one of luxury shoes and another one of t-shirts. It was time to create my own team and bring my cosmopolitan vision into something new.
Could you introduce yourself ? What are your hobbies?
I’m 36 right now, I spend my time between Milan and LA, I love Asia and asian food, love disco music,modern art and especially, I am really curious. Love to talk with people understanding their souls, their background. Everyone has something interesting to me. Fashion is passion so the more you can share with other people about yourself, your ideas, the most they will be engaged with your vision.
Why did you chose to design more sneakers? How does this statement belong to the current trend and at the same time play a part in its renewal?
Well, travel is a key point of my life and what I noticed is that now people need to wear comfortable shoes to go around, life now is crazy and busy, people run to work, to events, to restaurants so I wanted to give them shoes that they can wear feeling cool but also that reflect their mood. JOSHUAS has always been pop and contemporary so I want to give people an opportunity to have shoes for any type of occasions. Sneakers are not just a trend, it’s something that everyone wear everyday and they become part of everyone’s life. We just do it in a different way to make our customers feeling special.
Why do you often use unusual patterns on the sneakers you design?
Because I travel a lot and I take inspiration from food, from architecture, from design, from the nature. I want to give something special, people buy our shoes because they want to exit from where they live, feeling to be in another city . We use often this inspiration: buy a shoes with different pattern that makes you feel you are in Asia or you are in LA even if you are wearing them in Paris.
Life now is crazy and busy, people run to work, to events, to restaurants so I wanted to give them shoes that they can wear feeling cool but also that reflect their mood .
We read from previous interviews that you define your creative style as « street couture ». What does it mean?
I love the term “street couture” and recently I gave another definition for us that is “contemporary streetwear”. What I’m trying to say is that we take inspiration from the street, from markets, from the real world and we mix it with high quality fabrics, materials and leather to create the right balanced shoes between ideas coming from the street and high end materials and workmanship made in Italy.
Slip-on shoes seem to be the shoes you’re really fond of and are extremely present in your collections. Can you give us advice on how to wear them this Summer?
Slip on are part of our DNA for sure, I would wear them with basically any type of outfits but the best idea for women can be wear them with a long dress feeling sexy and sporty at the same time. I need to revise you here because now our collection is more about running socksshoes and chuncky sole sneakers: life now is like a story on Instagram, you have just few seconds to catch it so we are evolving creating running shoes that are extra Light and you can wear running around the world.
Joshua Sanders is a brand which is difficult to find in France. Why did you chose Le Bon Marché as a special retail store?
I always wanted to keep our distribution really tight, the secret of our brand is high demand, low supply. People need to feel special buying JOSHUAS so we just want to cooperate with the best retailers and Le Bon Marché was the right choice. Shopping for me is still an experience and when you enter in Le Bon Marché you feel the real vibe and you want to spend over there hours searching, trying new stuff, discovering new brands: the feeling with the store is really important and I do believe that Le Bon Marché and JOSHUAS match perfectly together.
How do you imagine the future of Joshua Sanders?
Fashion now is extremely fast and competitive, we are aware of this and for JOSHUAS I have lots of projects that involves collaborations, creating new items and bringing technology into the shoes. The future is now and with my great team that I consider my family is a pleaure to develop something new all the time. Just stay tuned, we will bring you around the world without travelling. "WELCOME ON BOARD, enjoy your flight. Next Destination: JOSHUAS."
When you enter in Le Bon Marché you feel the real vibe and you want to spend over there hours searching, trying new stuff, discovering new brands.