FIRST TIME: Testoni, the Italian luxury footwear and leather goods brand, is opening its first Italian boutique at 11 Via Gesù during Milan Men’s Fashion Week. The 864-square-foot space includes two large rooms and a reserved room dedicated to made to order.

Founded in 1929 in Bologna, a city within the Emilia Romagna region, by Amedeo Testoni, with this latest store the brand is unveiling a latest concept, while all the time maintaining the tradition of its hometown. The clean logo, now only “Testoni” in block letters, is a tribute to the founder and his passion for Made in Italy products with classic and timeless lines.

The red marble in the shop, alternatively, recalls the turrita, historical architecture of Bologna, where the white stone mixes along with the red of the partitions, medieval houses or roofs.

Other elements present in the shop are steel with a golden satin finish and precious fabrics reminiscent of linen, silk and Lambrusco red velvet.

The golden frames of the furnishings recalls the Filettone, the brand’s iconic pattern for the classic leather border that stitches together the parts of the upper.

“We’re very glad to give you the chance to open the brand new single-brand store in Italy, in via del Gesù, the menswear shopping street,” said Massimo Bettio, chief executive officer of Testoni Italia. “In this fashion we immediately position ourselves in a key center for luxury shopping, also intercepting the international clientele who normally visit the town.”

The brand was acquired in 2018 by Viva China, a enterprise company controlled by Chinese Olympic gold medalist Li Ning for not more than 81.57 million Hong Kong dollars.