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Idoni's Furlanes are Comfortable and Affordable Designer Shoes

 - Jun 12, 2017
References: idoniveneto & fastcompany
Most pieces of apparel with "Made in Italy" on the label come with a hefty price tag as a result of those three words, but Idoni, an Italian shoe brand, has delved into a decades-old shoemaking technique to offer luxurious Italian design while still being affordable.

Idoni offers furlanes, a type of shoe invented during World War II. In the late 30s and early 40s, Italians were accustomed to richly designed footwear, but the war necessitated rationing and austerity. Rather than abandoning luxury altogether, Italy's master shoemakers designed attractive slippers called furlanes made from recycled materials like bicycle tires, velvet curtains, and silk dresses. Idoni's shoes are based off of these furlanes, and they thus have exquisite Italian design with a reduced price tag.

Idoni further reduce the price of its footwear with a direct-to-consumer business model. Consumers purchase Idoni's furlanes from the company's intuitive e-commerce site, eliminating the markups that would come with selling the shoes through an established retailer.