Geox Shoes BiographySource(google.com.pk)
During a trip to Reno, Nevada (USA), to promote the wines produced by his family at an industry conference, Mario Moretti Polegato decided to take a walk. In discomfort due to overheating of his feet caused by the rubber-soled shoes he was wearing, he instinctively pierced the soles with a knife. By so doing he found a simple and effective way of releasing excess heat from his shoes.
On his return, Moretti Polegato developed his flash of intuition in the workshop of a small footwear company owned by his family and developed a new technology for rubber soles. He patented it immediately and created the first "breathing shoe".
After having unsuccessfully offered his invention to well established footwear companies and after having successfully completed his own market test with a range of children's footwear - Moretti Polegato took the plunge and started full-scale industrial production of footwear under the Geox brand.
The Geox brand name is a combination of the word "geo" (the Greek word for "earth") and of "x", the letter/element symbolizing the technology. The origin of the Geox name highlights the vocation and DNA of a company born of a revolutionary idea and that has made comfort, wellbeing, and innovation its corporate musts.
Commercial expansion and industrial reinforcement of the Group
Having consolidated its first successes in Italy, between 2000 and 2003 the Group expanded its commercial drive internationally, using both multi-brand and single-brand sales channels.
The group set up a sales organization to cover the international market, consisting of independent agents, allocated by territorial area, who handle distribution of Geox products. The company grew fast and its constant investments in research enabled Geox to discover new technologies and products. The Group laboratory, by virtue of its continuous study of the human body's transpiration, patented an idea for wellbeing in apparel - Geox apparel. The project permitted application of the know-how acquired in the study of transpiration also to garments such as jackets, anoraks, and sports jackets. This marked the start of a new era for the Montebelluna group - the era of the "breathing total look". Shortly afterwards, having successfully completed a test phase, Geox entered the Italian market with a patented apparel range.
Mr Mario Polegato isn't just Italian, he's extremely proud to be Italian. Although born into a successful wine-making family business, aged 43 Polegato decided to specialise in shoemaking production with the objective of creating a patent cooling technology that allows feet space to breathe. Having recently launched the Geox Red Bull Racing partnership at Harrods, Mr Polegato talks to GQ.com about why Formula One teams shouldn't just be thinking about their cars, the vehicle he lent to the James Bond For Your Eyes Only crew and the material you should never wear...
GQ.com: You launched the Geox cycling team a couple of years ago, how did the collaboration with Red Bull come about?
Mario Polegato: Geox first introduced the breathable rubber bottom sole to resolve the problem of overheated feet - investing in sportswear was the next step. Formula One is all about the latest technology and until now, all these tools were only applied to the car! Nobody understood or thought to introduce this technology to the driver. When you're reaching 200 km/h and are concentrating in isolated conditions, you're going to mainly sweat in your hands and feet so you want to make the driver as comfortable as possible.
What can Englishmen learn from Italian men about style?
We enjoy fine cuisine, fashion and we live "the good life" in Italy. It's the Italian mentality and people come to live the good life in Venice, Florence and Rome. It's about appreciating all these things.
You've conquered the shoe world...but what's next for Geox?
Geox are now introducing special jackets which incorporate our breathable technology. Heat rises so when you're wearing a jacket, your shoulders can get very hot; we call this "the chimney effect". We've now introduced holes into the shoulder space of jackets and have found that this improves breathability by 40%. I have a private tailor in Italy who always includes my breathability shoulder pads in my jackets! I always test out new designs and styles first.
What pair of shoes should every man have in his wardrobe?
You can never go wrong with a pair of hand-made Italian shoes in soft leather. They shouldn't be too casual or too formal and should be a colour that isn't too aggressive; dark blue or grey are always a good option.
What's the most common mistake men make with their shoes?
To keep wearing shoes that cause you pain. It doesn't matter how nice the shoes are, if you're suffering, get rid of them!
What's your wine tip for the summer?
Since it is fruity and Prosecco isn't overly sparkling, it's possible to have it with all food, especially meat. I drink it with dinner and I love mixing it as a cocktail too. Try a Bellini next time you're out.
How should a man dress well for the heat?
You should always try to wear materials that allow your skin to breathe, such as cotton. For shoes, only wear a rubber bottom sole if it's got Geox's breathable technology in it, otherwise wear leather.
What's your top tip for getting a bespoke suit?
Choose a material that isn't too loud when you're carrying it around.
You are a huge James Bond fan - what's your favourite Bond movie?
My life is always action! Now, I am here in London and tomorrow I will fly to New York or Moscow. Sometimes I identify myself with Bond because I have no time to eat, no time to go out for dinner and no time for women. [Corrects himself] Actually, I always have time for women! I am Italian, I come from Venice, and who else was born in Venice? Casanova and he always had time to love women, My favourite Bond movie is For Your Eyes Only because when I was a student in Cortina d'Ampezzo, the famous Italian ski region, a film organisation asked to use my yellow Lamborghini Countach for that James Bond movie! It didn't make the cut but I did get to meet the cast and crew.