EXPERIENTAL LUXURY
Zapatos: that’s pretty much how the folks at Pedro Garcia define themselves Shoemakers, in the most traditional sense of the terms.....and the most avant-gard sense of the term. At the helm now is the third generation of a family devoted to footwear: The saga, however dates back to grandpa Garcia, the first Pedro, who funded the business in the hectic year of 1925, opening a children’s shoes in Elda Alicante: Three years later in bacame a factory for men’s footwear. In 1954, the second pedro Garcia, his son, took the reins of the business. Under his direction, the firm expanded its activies and became specilized in woman’s footwear. A new 4000 mq factory opened in 1965, and by 1968 the brands was being exported to the world’s premiere marckets, appearing in VOGUE and Harper’s Bazaar and being sold at Henry Bendel, Bergdorf Goodman and Russel & Bromley.
Today, the third Pedro and his sister, Mila, embody the lasted generation, Pedro studied at Ars Sutoria in Milan and the Fashion Institute of tecnology in New York. In 1992, his father founded a new company with his cildren as business associates and since then he has been responsable for the brand,s artistic direction, along with his partner, Dale Dubovich. Mila manager the company, with supervision coming from his father, who serves as Chairman of the Board of Directors. Since then, the have successfully expanded out to all the world’s markets, even becoming a benchmarck in the luxury segment of the demanding American market.
Through it all, the brand’s design philosophy has been catalyst. Pedro and Dale have taken the Garcia design to the realm of experimental luxury. A pair of Pedro Garcias constitutes a powerful mèlange explosif that tackes contrasting materials and makes them coalesce, associating the unassociable, crating hybird from oppsing concepts, always looking one step, beyond: Hence, research is a Key element for Pedro Garcia. And all paths are valid, whether based on excess or minimalism: Just as long as the end product is irrefutably impecable, extreme high-end.
Tath distinguishing, unmistakable JNSQ of Pedro Garcia design is evident in crating models and in the use of particular, finished and materials. They are PG classic. Model such as the filp-flops with anatomic soles, Amanda adn Annabel, wich are celebrating their tenth anniversary; finishes such as the lauded frayed satin, and of course the Swarosky cration, infinitely striking and brilliant. 89 people take part in the process, from the moment a pair of Pedro Garcia shoes is concevied unitl it reaches the consumer’s feet. Designers patternmakers, scamstresscs, tackers, amministrative staff, sale raps.....in-house specialists. But PG’s influence extend to satellite companies and suc disparate and georaphically distant professional spheres as the last-maker, the tanner, the PR guy and the copywriter. Pedro Garcia featured in over 1,000 retail locations around the world, including: Bergdorf Goodman, in the US, Lane Crawford in Hong Kong, Tsum/Mercury in Russia, and Net-a-Porter (online) il England.