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Tod's, 133 Reasons Not to Stop
At the beginning of the 20th century, in the Marche region, shoemaker Filippo Della Valle crafted shoes in his workshop with such meticulous care, as if each pair were an extension of the character of the wearer. Back then, there was no logo, no strategy, no idea of an "Italian lifestyle." There was craftsmanship, and that was enough to launch the history of the fashion house Tod's. The real transformation came later, when subsequent generations of the Della Valle family inherited the business. First, Filippo Della Valle's son, Dorino Della Valle, expanded the workshop, establishing shoe production for other fashion houses and American department stores, including Saks Fifth Avenue. Thus, women's shoes became part of the future Tod's fashion house's product range. Over time, the cozy workshop gradually grew into a company with its own staff of craftsmen. The name Tod's appeared during the reign of Diego Della Valle. His grandson, Filippo, largely shaped the brand's modern look. The name's English-sounding quality was no accident; it was chosen for its universal appeal. Tod's is a word without a direct meaning, but with the right rhythm, like a name that can be worn in any country.
Legend has it that the name was chosen from a phone book. But it's possible that's just a legend, as Diego Della Valle referred to it as simply choosing a name that was easy to pronounce and remember. A key moment in the brand's history was the introduction of the Gommino, a moccasin with rubber studs on the sole. Incidentally, there are 133 of these tiny studs on a single sole. These shoes existed somewhere between the car, the city, and the country road used for travel. Gommino became a symbol of Tod's. And the shoe model got its name from those same tiny studs. In Italian, it translates as gommini. The moccasin's popularity was driven by its comfort, not just its aesthetic appeal. Diego Della Valle, with his vision of what footwear should be, noticed a pair of driving shoes in a vintage boutique while in America. Inspired by what he saw, he created his "perfect" model upon his return to Italy. Their soft leather, flexible sole, and completely handmade craftsmanship create a sense of "sensible" comfort. When Fiat owner Gianni Agnelli appeared wearing Tod's on television in a famous show, the popularity of Gommino moccasins spread throughout Italy. And on another continent, in America, Tod's became famous thanks to the elegant Audrey Hepburn.
These shoes can be worn with anything. This is precisely what world cinema stars, businessmen, athletes, and royalty have done. Here are a few examples: George Clooney, Julia Roberts, and, needless to say, even the King of Spain, Juan Carlos, took a liking to Tod's loafers. And after the Tod's brand released its first bag in 1997, Princess Diana was spotted with it; the bag was then named the D Bag, in honor of the graceful and stylish princess. At the end of the 20th century, Tod's became a full-fledged fashion house. In addition to shoes, they launched bags, outerwear, and accessories, all with the same focus on tactility, restraint, and durability. Since 2013, the Tod's fashion house has been a participant in Milan Fashion Week. The brand's minimalist logo emphasizes this philosophy. The Tod's brand's heritage is linked to the Ferrari automobile brand. For nearly twenty years, the two brands collaborated, producing separate lines featuring their respective symbols—Tod's and the Ferrari horse. Over time, Tod's also adopted a new logo, the letter T. It echoes the name itself, but stands for Timeless rather than Tod's.
The brand, led by Diego Della Valle and his brother Andrea Della Valle, speaks of Made in Italy as a system of values, not just a slogan. Supporting artisans, preserving workshops, and investing in Italy's cultural heritage, from the restoration of monuments to educational initiatives, make Tod's a participant in the national dialogue, a part of Italy's heritage, and not just a market player. Tod's is co-financing the restoration of the Colosseum and Palazzo Marino, and actively supports the La Scala Theatre and other charitable projects. In a world where fashion increasingly strives for instant gratification, Tod's remains a long-lasting brand, like a book you return to or a home that only gets better with time. It promises reliability. And maybe that's why Tod's still looks modern, because it doesn't try to look modern, it just does.
Photos from Instagram tods and the website tods.com