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As one of the most ubiquitous sights throughout Italy, sneaker brand Superga recently expanded its presence through a first store at Hong Kong shopping destination, Harbour City. To accompany the launch of the retail space, the brand looked to truly make its mark through a massively sized shoe, worthy of a place within the Guinness World Records as the world's largest shoe. The shoe measured in at approximately 20 feet by 8 feet by 11 feet and is based off of Superga's 2750 Classic model. The visual elements of the shoe were implemented by SCAD Hong Kong who made sure to provide a strong sense of Hong Kong identity throughout. To gain a better perspective about Superga's first ever Hong Kong store and the world's largest shoe, we spoke with Lorenzo Boglione who represents the brand as a business developer under Superga's parent company, BasicNet Group.

Can you introduce yourself and the company?

Hi, my name is Lorenzo Boglione and I'm a business developer with BasicNet Group that manages several diff. brands such as Kappa, Superga and K-Way. We focus on sustainable international growth. As a business developer I’ve been working on the commercial expansion of the company, meaning we try to work globally with licensees and distributors.

In regards to the three brands, how do you make sure they stand alone individually?

If you come to our offices in Italy, you will notice that they are all separate entities. One office does Superga, another does Kappa, and another does K-Way. We don’t just copy and paste and apply the concept to each company.

In terms of licensing, what are your strategies?

We license globally but under a condition that they aren't allowed to take the brand, go to the factory and manufacture shoes. Instead of buying shoes from us, they buy from the factory. It's not a pure license in that they can’t design their own shoes or manufacture them.

Going forward, what is the plan of action in developing future licensees?

We believe that we put fixed roots in the game. It’s up to the licensee to have knowledge of the market. We invest in the best people to take care of the regions, so it is up to them to know what is best in their area and carry on the brand from there. For shoes, the license is the best way to go forward with the business.

In terms of the footwear brand itself, China has history of basic, affordable footwear. How does Superga come into play against established, well-known Chinese brands?

We have an Italian image, style and history. We mix those all together and the market already see and understand the Italian image, feel the comfort, and notice affordable price.

What are the more difficult things you foresee in the Asian region?

Obviously the environment is not the same as it was 10 years ago. Customers are more careful on how they spend money. Customers are more educated and knowledgeable of the market and brand. It is not so easy now. Before, it was just like “hey look, we’re an Italian company!” Now, the Chinese are now more educated on products, brands and quality.

What was the concept of the marketing campaign and an attempt to create the world's largest shoe? How did you think it was received?

China will be the biggest economy in the near future. Having something bigger is better. Why not try and build the biggest shoe and make some noise in the region? People seemed to enjoy the idea and we are very proud to have broken the record and to show people Superga exists. We must tell the people that Superga exists and educate them on what the brand represents.

How do you balance your past and innovation?

We absolutely don’t want to stick to the past. We are a very modern company but we also stick to the past when we think it’s important. As far as manufacturing, we go back and use 100% natural rubber. We really stick to the past in terms of this. In terms of comfort, the outsole is a bit thicker for comfort. We try to innovate and may change the perception of the brand and make it better.

How do you educate the masses, for example the Chinese on your brand and fashion?

When we say we are an Italian shoe company, the perception is that it’s quality. In Italy, Superga is a shoe that is worn when you are born; while you are in school, and even when you are of old age. It is really the shoe of the Italian people. There’s a lot of Italian brands (high-end, designer), but Superga is the shoe of the people.

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by Michael Kucmeroski Although all of Washington, DC has much to offer in terms of sightseeing and history, there is something enticing about staying in Georgetown. The area around the Chesapeake and Ohio Canal (C and...
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What happened to Iron Man? Did he fly into a Semi head on and flatten his face? Nah. He’s a speaker. The Marvel Avengers Iron Man Rechargeable Speaker looks pretty cute and delivers sound from any audio source. This speaker has a built-in rechargeable battery and you can connect multiple speakers via the line-in jack. [...]

Our latest efforts follows the sanguine likes of Phillip Annand of The Madbury Club. What started out three years ago amongst several college friends -- during a time when blogs were spawning rampantly throughout the internet -- The Madbury Club has since seen been steadily releasing solid bodies of work including editorials, films, and have worked with some of the most coveted brands out there. In this video, Annand shares with us how his affinity for nature and the outdoors came about, along with some insights on one of his go-to footwear silhouettes -- the New Balance 574.

If you’d like to stay up-to-date with all of the latest videos from Hypebeast’s YouTube channel, subscribe to it by clicking here.

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Responsible for disco anthems from the '70s and '80s in addition to a myriad of hit soundtracks for the likes of "Scarface" and "Midnight Express," Giorgio Moroder's résumé speaks for itself. While much of Moroder's achievements took place last century, the Italian producer recently returned to the lime light due to his latest contribution for Daft Punk's highly anticipated album Random Access Memories.  Here, Moroder  shares his latest offering entitled "Racer" -- a soundtrack to Google Chrome's new mobile game, Racer: A Chrome Experiment. With odes of retro sampling and analog goodness, Moroder delivers an adrenaline-filled track, proving the return of the soundtrack guru.

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As a part of the new season, Element recently commissioned Australian visual artist Beastman to design a series of boards and apparel. Based out of Sydney, Beastman has mastered the art of geometrical patterning, creating rich, colorful mosaics inspired by natural symbolism. The result is three distinct cruisers, varying in shape from traditional fishtail to more unique chiseled designs. Cork tops are preferred to griptape here, enhancing the natural feel of the boards. Look for the Beastman x Element cruiser collection to hit retail locations on June 1.

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Building upon its extensive line of collaborative sneaker releases, Italian retailer Slam Jam realigns with Converse to present the First String Jack Purcell. Built with premium materials to offer a comfortable, yet durable summer model, this joint effort features a dark navy water-repellent canvas upper as well as a flexible white rubber sole and red accents. Special details include a medial side snap closure and embroidered tongues that read “Summer” “Journey” on the right and left sneaker respectively. Expect this Slam X Converse release to appear at select retailers on May 31.

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He’s the coolest Bounty Hunter in the Galaxy, despite having only like 2 minutes of screen time in the Star Wars movies. This Star Wars Boba Fett Mythos Statue is a great way to honor the mysterious character and jazz up that toy shelf. Boba Fett has his traditional blaster rifle along with some heavier [...]

Solebox has been a mainstay in Germany's streetwear scene for years, being the prime destination for premium footwear in Berlin. In addition to the latest goods from the likes of Puma, Reebok, and of course, adidas, the store also carries limited edition collaborations, rendering Solebox a collector's dream. It's natural that over the course of its time in streetwear, the store would accumulate some memorable pieces. In the latest edition of Hypebeast Spaces, we explore the interior of Solebox Berlin, delving into its archives to scout some of their rare sneakers and items it has in store.

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As the weather warms and the sun begins to rise, all seasonal signs point to summer. French magazine FRICOTE has released its eleventh issue to the public, undoubtedly to the satisfaction of urban consumers of food and design alike. Between the bound covers lie savory contributions from discerning tastes around France, including: Le Figaro critic François Simon, an insight on the thoughts behind the curious FURIOUS BURGER, and a talk with Joshua Fontaine – the mastermind behind Paris' Glass bar. These subjects and more can be found within the pages of FRICOTE, available at select newsstands and bookstores for € 5 EUR.

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A Man of Steel needs a stein of…ceramic. This Superman Logo 20 oz. Ceramic Stein looks stylish and helps you celebrate your love of the last son of Krypton. Clark Kent would drink from this and you know that Superman would too. This Superman Stein features a cool black design with the Superman logo on [...]

Good Worth & Co. -- maker of cheeky novelty items and trinkets -- marks the release of its new collection with a video for 2013. What you'll find this season are designs that transform humble, everyday accessories into playful extensions of the brand's aesthetic -- marijuana flag-themed pins, noose bottle openers, seeing eye and middle finger keys that inject irreverence and humor into the most mundane of activities. Watch the short video here and browse our selection of Good Worth & Co. products now at our online store.

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I often wonder what it would be like to have my very own TARDIS and the Doctor Who Life-Size TARDIS Cardboard Cutout is just the thing to satisfy that itch of curiosity. Sure, it won’t help me encounter Cybermen, Daleks, or Weeping Angels… but is that really a bad thing? Now if you want a [...]

After hearing talks yesterday that Google would be opening up a music streaming service, the tech giant today made the official announcement confirming the earlier rumors. Debuted at the recent I/O Conference, the service arrives as an extension of Google Play and offers listeners an "All Access" method to stream their music of choice. For a monthly subscription of $9.99, users will have access to a substantial library of songs, albums and artists that was recently finalized under Google's recent contracts with the likes of Warner Music Group, Universal Music Group and Sony Music Entertainment. In addition to allowing the traditional á-la-carte music experience, Google has also implemented a Pandora-esque radio service.

You can now head over to the Google Play landing page here and check out the service and sign up for a 30-day trial.

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Blending artistic photography with action sports, a brief glance presents another engaging print celebrating the world of skateboarding. Spread across 80 pages, this latest issue is dedicated to this year's Vans Off The Wall Spring Classic -- an annual California skateboarding event now on its fifth year. Editor David Biondani again does a great job transcending the energy and adrenaline from the live sport onto double-spread landscape imagery. Have a glance at the full zine here and grab yourself a hard copy at selected stockists.

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Sensing a gap in the footwear market between "haute couture and street couture," designer Guillaume Philibert founded Filling Pieces in 2009 to fill the void with quality products and great design. Four years later, the Amsterdam-based label continues to churn out silhouettes that are both sporty and chic - sneakers made in Portugal from exotic, fair trade leathers and premium materials. Filling Pieces' new Spring/Summer 2013 collection features riffs on the original Low Top -- Philibert's first design -- in Polish salmon skin, genuine python from Thailand, and Australian ostrich skin. More recent styles like the Mountain Cut and Oxford Cut, meanwhile, resemble hiking boots and cap-toe oxfords and are rendered in the same adventurous, globally-sourced materials. Should you be searching out "filling pieces" for the gaps in your own footwear arsenal, look for the new collection now at our online store.

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Best Made Co. has officially opened up its doors in the heart of Lower Manhattan to provide a hands-on experience for the customers of this unique and sophisticated outdoor company. In addition to the functionalism that accompanies a physical shop location, the Best Made team is offering an array of personal workshops and practical knowledge for their customers in order to equip them with the right tools to do good and enjoy the outdoors.

The Best Made Co. Shop
36 White St., Ground Floor
New York, NY 10013
United States

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Arguably one of the most influential indie-dance labels of our time, DFA Records has seen its share of success in the ever-changing realm of electronic music. Headed by Tim Goldsworthy, James Murphy and Jonathan Glakin, DFA Records has carried the baton of dance music from the seminal eras of electroclash, dance-punk to the ongoing onslaught of quality disco. With an accolade of artists under its roster -- Holy Ghost, LCD Soundsystem, Hercules and Love Affair, Hot Chip to name a few -- the New York-based label surely has its own share of stories when looking back on the past 12 years. Here, Red Bull Music Academy has produced a short documentary capsulizing the label's history thus far. Enjoy the 13-minute mini-doc above and share your thoughts below.

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Flaunting some of this season's noteworthy garments from TOPMAN, Hackett London and David Mayer Naman, Fucking Young! has delivered an editorial shot in the characteristic backdrops of East London. Photographed by Roi Romay, the editorial exhibits some classic tailoring from the popular British staples, as trustworthy prints such as paisley, stripes and plaid adorn button-ups, pants and crewnecks. Elsewhere, pullovers, trench coats and blazers provide dapper options, again highlighting timeless British styles in contemporary light.

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