From garage to sneaker phenomenon in 20 years

A simple logo, minimal design, but maximum recognition value:
D.A.T.E. celebrates 20 years of sneaker design. We asked co-founder Tommaso Santoni for an interview.

Text: Janaina Engelmann-Brothánek. Photo: D.A.T.E.

Tommaso, 20 years of D.A.T.E.! Does it feel like two decades?

Tommaso Santoni, Founder and CEO D.A.T.E.: To be honest, no. It feels like yesterday. And yet so much has happened. I don't just see our shoes, but also all the conversations and decisions that have led us to this point.

How did it all begin?

We were four friends with different jobs, but one idea: sneakers that we wanted to wear ourselves. There was nothing that matched our style. So we made the first 700 pairs we ordered ourselves - in Damiano's father's garage workshop.

What was your leitmotif from the very beginning?

Design, quality, identity. No trends, but longevity. Made in Tuscany 2.0: high-quality materials and craftsmanship from our homeland, reinterpreted.

How are things going today?

150,000 pairs a year, around 20 million euros in turnover. Growth has never been an end in itself, we are all about attitude. Branding is key: a D.A.T.E. shoe should be recognizable - even without a logo. That's why we have top stores in the DACH region and are also strong in Japan with over 20 pop-ups per season.

What is your recipe for success in a crowded market?

We don't want to be fashionable, we want to be relevant. With clarity, consistency and passion. D.A.T.E. should convey a feeling, not just sell a shoe. That's why we deliberately keep design, development and marketing in-house.

How do you see the future?

With the same passion as on the first day. We recently started working with Komet and Helden because the market needs real partnerships. In the D-A-CH region, we don't just want to sell, we want to grow sustainably - with people who understand our philosophy. We are also planning new flagships outside Italy. One thing is clear: no matter what happens, we will remain true to ourselves: quality, authenticity and style.