L'Italo-Americano

THURSDAY, APRIL 20, 2023 www.italoamericano.org 16 L'Italo-Americano I f y o u w e r e b o r n i n Italy, you definitely o w n e d a p a i r o f S u p e r g a 2 7 5 0 a t s o m e s t a g e i n y o u r life, probably white or dark blue. The simple, but com- fortable canvas upper and rubber sole shoes have been the go-to choice for millions of kids since their creation in Turin, back in 1925. Today, the 2750 has a cult following around the world and is way more popular than it used to be when I was a child. But what do its many estimators know about the brand Super- ga? Superga has been pro- ducing classic sneakers for over a century. Founded in 1913 in Turin, the company was initially known for its v u l c a n i z e d r u b b e r - s o l e d boots, which were considered a novelty at the time. Howev- er, it was not until the 1920s that Superga began to gain popularity among the Italian bourgeoisie, who were drawn to the brand's clean and time- less aesthetic. Indeed, one of the reasons why Superga has remained so iconic through- out the years is the distinctive design of its signature sneak- er, the already-mentioned S u p e r g a 2 7 5 0 , w h i c h i s a classic plimsoll-style shoe that features a canvas upper and vulcanized rubber sole. With its simple, yet elegant design, the Superga 2750 has become an enduring staple in the fashion world and has been worn by everyone from fashion icons to celebrities. T h e b r a n d g o t i t s n a m e from the Superga Basilica, a n i m p r e s s i v e s y m b o l o f T u r i n , c r e a t i n g a s t r o n g communication strategy that recalls the values of the ter- ritory. The Basilica was built in the 18th century to com- memorate the victory of the D u k e o f S a v o y o v e r t h e F r e n c h a n d b e c a m e a n important pilgrimage site in t h e r e g i o n o f P i e d m o n t . Indeed, Superga sneakers were originally designed to be practical shoes for the people who climbed the hill t o v i s i t t h e B a s i l i c a . B u t Superga's success is not only d u e t o i t s p r o d u c t s a n d name, but also to its very recognizable logo: the initial d e s i g n w a s c r e a t e d b y g r a p h i c d e s i g n e r A l b e S t e i n e r ( 1 9 1 3 – 1 9 7 4 ) i n 1962 but underwent several modifications over the years t o s u i t d i f f e r e n t p r o d u c t families such as City, Vul- canized, Sport, Country, and S o l i d . I n 2 0 0 1 , f u r t h e r changes were made to the logo's composition and color to keep up with the brand's evolving image. A n o t h e r k e y t o t h e brand's success, especially in the 1970s and 1980s, was its connection with famous, up- and-coming sports figures such as Dino Zoff, the 1982 soccer world champion, and well-known Italian tennis player Adriano Panatta. The objective was to associate products with athletes and famous personalities while moving beyond the sports arena to everyday life. Today, Superga remains o n e o f t h e m o s t p o p u l a r sneaker brands in Italy and around the world. Supergas are known for their versatili- t y a n d c o m f o r t , m a k i n g them a popular choice for a variety of occasions, because they can be dressed up or down, in a way that reminds me a lot of American Chuck Taylors. D e s p i t e i t s p o p u l a r i t y , Superga has never compro- m i s e d w h e n i t c o m e s t o q u a l i t y , a n d i t s n a m e r e m a i n s s t r i c t l y t i e d t o "made in Italy" craftsman- ship. The brand is commit- ted to producing high-quali- t y s n e a k e r s , c r a f t e d w i t h care and attention to detail. E a c h p a i r o f S u p e r g a i s made using the finest mate- rials and the latest produc- tion techniques, ensuring that they are both stylish and comfortable to wear In more recent years, I would say since the early 2000s, Superga gained a lot more cred in the fashion and p o p w o r l d : i n d e e d , t h e brand has become a bit of a cult item, and it has been spotted at the feet of celebri- ties like Emily Ratajkowski, N i c k y H i l t o n , A r i a n a G r a n d e , a n d P r i y a n k a Chopra Jonas. With its classic design, commitment to quality, and a s s o c i a t i o n w i t h I t a l i a n craftsmanship, it is no won- der that Superga sneakers c o n t i n u e t o b e a p o p u l a r choice among fashion-for- ward individuals all around the world. And for people like me, who used to wear them all the time as a kid, s p o r t i n g t h e m t o d a y c a n s o m e t i m e s t u r n i n t o a moment to think about the charming, but long-gone, times of childhood. O k , I a d m i t i t : this may be far- fetched because i t w a s n ' t I t a l - ians who creat- ed contact lenses as we know them today. But if it wasn't for an Italian, they may have never been invent- ed! And guess who's the Ital- i a n I a m t a l k i n g a b o u t ? Leonardo! Leonardo da Vinci is a name that everyone recog- n i z e s . A m a s t e r i n m a n y fields, he was a painter, sculp- tor, architect, and engineer, and his achievements contin- ue to inspire people all over the world. But did you know that he also played a role in the invention of contact lens- es? In 1508, during one of his many experiments, he was the first to understand the reasoning behind the way contacts work. By immersing an eye in a glass container filled with water, he noticed an optical change between the surface of the container itself and the human eye's cornea: in other words, he realized a human eye would see differently under these conditions, by understanding how the presence of a watery film and a reflecting surface could change the way human cornea reflected light and saw things. This simple experi- ment led Leonardo to develop a theory that would become the foundation for creating contacts. To be fair, our Leo didn't effectively invent con- tact lenses. Still, there's no denying that he played a sig- nificant role in the develop- ment of this important med- ical device. Indeed, it wasn't until the 19th century that the first real experiments on contact lenses were carried out. However, Leonardo's idea was the start- i n g p o i n t f o r a l l o f t h e m . However, the first contacts, invented in the late 1800s, were made of glass, and pretty uncomfortable to wear for extended periods. Plus, they didn't allow oxygen to pass through. It wasn't until the 20th century that the first successful contact lenses were developed: they were made from a plastic material called p o l y m e t h y l m e t h a c r y l a t e ( P M M A ) . T o d a y , t h e y a r e made from a variety of mate- rials and are used to correct vision problems such as near- sightedness, farsightedness, and astigmatism. It's fascinating to think that our Leonardo da Vinci, who lived over 500 years ago, con- ceived an idea that would go on to have such a significant impact on the world. It's a tes- tament to the power of the human mind and the impor- tance of experimentation and innovation. And of course, t h i s w a s n ' t t h e o n l y l i f e - changing invention Leonardo had a hand in developing. Yes, Leonardo da Vinci is best known for his artistic and e n g i n e e r i n g a c c o m p l i s h - ments, but we shouldn't over- look his contribution to the development of contact lenses either: in the end, if it wasn't f o r h i s o b s e r v a t i o n s , w h o knows if we'd be able to wear them today? Contact lenses are a modern invention, but the idea behind their development comes from Leonardo's incredible mind (Photo: Shao-chun Wang/Dreamstime) The iconic Superga 2750 (Photo: Eyes on milan/Shutterstock) Leonardo and the invention of contact lenses Superga, Italy's first sneakers IMPRESA ITALIA MADE IN ITALY TOP BRANDS BUSINESS & ECONOMY

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