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KATRINE ANKER-NILSSEN DISCOVERS THE STORY BEHIND DANIELE DI MAURO’S BEAUTIFUL ITALIAN LEATHER FOOTWEAR

Daniele is of Italian descent, and has always had an eye for fashion. “I was born in South Africa but raised Italian to make sure I never forgot that I was Italian,” he laughs. “Growing up in an Italian home was beautiful, lots of food and family time. I think this played a big role in me getting into the fashion industry.” Daniele’s father was always well groomed and well dressed. “He played a huge role in me wanting to have good clothes, shoes and look good. My uncle Franco was a shoe designer, so he was also a huge inspiration.”

Since he was a schoolboy, Daniele had a passion for drawing shoes and clothes. “When the teacher asked the class to each chose something and draw it, I always used to take my shoe off and draw that.”

Studying shoe design in Milano in Italy for four years, Daniele received his diploma from the Arsutoria School – a well-known international fashion design school for shoes and bags.

“From the time I came back from Italy and thought I was a qualified shoe designer, I realised that this was only the beginning,” says Daniele. “Working as a designer I travelled to many parts of the world, inspirational trips prior to building my collections. On these travels I met many other talented designers and gained so much experience in what I loved to do.”

As a result of these travels, Daniele realised he wanted to build and make an Italian shoe brand in South Africa.

“When I was studying in Italy, my design teacher Senior Bacchi took me under his wing and gave me a lot of time and care. He told me that I had the potential be a top shoe designer, and gave me so many ideas and lessons in how to make your brand well known in the market,” says Daniele. “He told me to make shoes and start by giving them away – as this would be easier than trying to sell a brand that no one knew.”

So Daniele gave shoes away to friends and family members, and soon he was able to get them to a few well-known African actresses. This helped the brand to gain momentum.

He told me to make shoes and start by giving them away – as this would be easier than trying to sell a brand that no one knew

It all started in 2010. “After two years I put the DDM brand on the shelf, working in other areas of the shoe industry for a while. But last year I picked it up again, it felt right to now propel DDM forward,” explains Daniele. His mini-factory is now located in his Hillcrest home.

The DDM team is without doubt what makes the DDM brand what it is. “I met the first member of my team, Lwazi Ngidi, when he had just come out of school. He was a shy boy with very little confidence, but all the talent in the world,” says Daniele. “Andile Sefloko, the second member of my team, was my gardener at first. I saw a lot of potential in him, and started teaching him and Lwazi the art of shoe making.” Today they are both partners of the DDM brand. “Both Lwazi and Andile have been working with me for some 10 years now, and we all are driven and have such a great desire to make DDM succeed,” says Daniele. “We all play key roles and have such a great understanding between each other that it’s second nature when building collections.

“My favourite element of what I do is that every day is completely new and different, and because I love what I do, it’s as if I don’t work but play.”

Daniele’s wife Tracey is also in the fashion industry. “We are forever bouncing style and ideas off each other,” says Daniele – adding that they have three children; 23-year-old Daley, 21-year-old Alaysia and 14-year-old Stefano. “My son-in-law Brandon takes care of all our consignment stores and the website, while Alaysia does our social media.”

DDM shoes are full leather products, handcrafted with love and care – with a European look and quality. “We have huge expectations and desires to create a well-known brand and specific style for South Africans who appreciate great style and a good quality product,” says Daniele. “We want to go international with DDM, and will one day have our brand in European stores too.”

Daniele is excited about opening a shoe studio in Hillcrest, at the Wild Fig Tree Centre on Builder’s Way, in April. “We will be offering customers what normal shoe stores don’t. A place where you can find all the styles you want, but if not in the colour you want – you can select your own colour from our swatch card and we will have it made and ready for you in two days.” They will also offer custom-made shoes for those who have an absolute shoe fetish – taking them through a journey and the art of shoe making. “After this store has been opened and is a success, we hope to open another one in the uMhlanga area,” adds Daniele.

FOR MORE INFO DDM is available at: Poko Designs, La Lucia Mall; The Gallery, Musgrave Mall; Unison, Flanders Mall; the Wild Fig Tree stores at Hillcrest Corner; and Watercrest Mall.