Angeli della moda” is the name chosen for the new showroom opened in Tokyo by six Italian shoemakers located in Fermo and Macerata, one of Italy’s major shoe manufacturing districts. Manas, Angela Falconi by Myrto, Action Tosi Industries, Industria Italiana Calzature, D.G.M. and Loretta Pettinari are actually competitors, but have taken this bold step with the aim of breaking into the Japanese market with a flourish. The Association of Industrialists of the Macerata region is also financially involved in this venture, as are the Marche region, the Italian Institute of Foreign Trade (ICE) and Banca delle Marche.

The cost of the 178 square-meter showroom has been budgeted at €300,000 for the first year, half of which will be borne by the six producers. They will also bear the cost of regular trips to Japan two or three times a month and of renewing the collections on display. Each company will have its own budget in terms of organization and human resources. One of the major motivations behind the project was an expectation that the Japanese government will liberalize imports of footwear, maybe as early as next year. ACRIB, the association of shoe manufacturers from the region of Venice, already operates collective showrooms in New York and Beijing.