The first footwear fair realized in Italy by Asian producers will take place this June, from 15th to 17th. They intend to give visibility to their products and to open up to the Italian and European market, promoting the industrial cooperation between Europe and Asia.  

The location of MISAF-Milan Shoes and Accessories Fair- will be the East End Studios in Via Mecenate (Studio Novanta). Exhibitors will be over 100, mainly coming from the provinces forming the Chinese footwear district: Zhejiang (famous for the industrial production of leather and synthetic leather products), Fujian (the most important production area of sports shoes in the world), Guangdong (where they produce medium-level shoes) and Sichuan (mainly focused on women shoes).

These companies have already been working with the European and American market and they export to Europe from 1 to 10 million dollars every year.

Among the exhibitors, companies that produce for Baolite, Lapps, Runxin, Goodyear, but also luxury brands like Sheme, the first Chinese shoe brand appeared at the Fashion Weeks of Paris, London and New York. O Kangnai Group Co. needs to be mentioned because with 300 stores in China and more than 100 abroad represents one of the most important Chinese production realities. It is partner of famous brands, such as Hugo Boss, Calvin Klein, Kenneth Cole, Rockport. As for sports shoes, the company Clorts stands out; its name is the fusion of "climbing" and "sports" and it focuses on the innovation applied to outdoor shoes.

The fair is promoted by Plum Solution -company that favours exchanges between Europe and China- and by China Chamber of Commerce.

"We have chosen Milan because it perfeclty connects the North and the South of Europe. Our ambition is making MISAF the reference professional platform for the footwear district. The proposals for men, women, children that will be shown at MISAF will be a good balance between quality, design and price" said Ying Wang, General Secretary of China Chamber of Commerce for Import & Export of Footwear.

MISAF is at its first edition in Italy, but it is already thinking about a second winter edition in January 2020.

The complete version of the article is available here: