The creator of the world’s favorite driving shoe has donated millions to restore the Colosseum and a beloved theater in Milan. Next up for preservation? Craftsmanship.
, icon. Different price: The Aviator is 200 euros, and the Rolex is 10,000 euros. But it is an icon because the product is very strong, the company is very old, and there are many stories to tell about this product. Think how many people use the Ray-Ban Aviator. How many movies you see the people with the Rolex watch? Icons—they are the product of the dream.”
As an aside, it has been reported that the name Tod’s was chosen in 1984 by DDV after searching through a phone book for something suitable. Now he says that he picked it because it’s short, simple, and recognizable and can be pronounced around the world. The original title was J. P. Tod’s, but the initials were dropped in 1997. Curiously, though, they’re set to make a comeback: In a few months, DDV reveals, he will bring back “a small production that we call J. P.
DDV is convinced Italy’s youth can be persuaded that working with their hands—creating things—is a noble and lucrative profession. It’s all part of the “Made in Italy” brand that is so important to the luxury industry of the country, and to Della Valle personally: The faith that, with centuries of heritage in arts and crafts, from architecture to manufacture, Italian artisanal excellence is not just sacrosanct but almost divinely ordained. It’s not a marketing play; it’s a belief system.
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