CHAPTER 1
Summer 1999
Every summertime, Melchiorri and Basso families used to enjoy a day on the Marche mountains to get together, far away from the weekly bustle. Several years had passed and the younger needs of both families put the end of this custom.
In the summer of 1991 the boys, now grown up, decided to see each other again as their families used to do. Many things had changed after all those years: Lucio and Giampietro Melchiorri managed their family company, as did the Basso brothers with theirs.
Being together they realized that only one thing had not changed over the years: that harmony between cousins that had always kept them close.
CHAPTER 2
Between stories, jokes and laughter, Giampietro begins to notice how everyone, despite the fact that they were children of art and came from the world of footwear, wore common sports shoes; they were sneakers produced and marketed in series, without any special story or feeling that could characterize them. Giampietro thus shares his thoughts by opening a real exchange of opinions; hence the idea to create a new sports line that would be something more than a simple sneaker, which would incorporate both a sentimental value, that of the Family, and craftsmanship through the skills that everyone had gained over the years.
CHAPTER 3
Autumn 1999
Basso brothers think back to the day they spent together with their cousins and begin to consider that idea born a bit for fun among the peace of the Marche hills and thus decide to contact Lucio and Giampietro again, expressing their will to carry it forward. The Melchiorri brothers, enthusiastic about this proposal, accept the challenge and start working on this new project.
CHAPTER 4
An ambitious and not fully simple project; it was difficult to reorganize an entire production that was accustomed to the classic shoe, and it was difficult to market this new idea of sneakers, no longer conceived as a “gym shoe” but as a luxury and metropolitan accessory: a real new fashion concept.
CHAPTER 5
After having laid a first base of ideas, the boys built the new Brand step by step, based on these key principles: dynamism, avant-garde, experience and positivity. Thus Primabase and its first collection were born.
Now they “just” had to market it, but how? Which was the right channel?
With great courage and strong determination they took the car, the new collection and decided to present Primabase at the Dusseldorf shoe fair where the first 16,700 pairs were sold.
Spring 2000
Primabase has turned into something bigger than a project: it represents a new vision of footwear, a meeting point between sportiness, luxury and craftsmanship.
A story, a synergy and an aesthetic concept that still lives today through the positive leitmotiv that has constantly described and accompanied the souls of our creators: “Today is a very good day”.
We thank you all for having known us and our history more deeply better; this history continues to be current.
…to be continued.
CHAPTER 1
Summer 1999
Every summertime, Melchiorri and Basso families used to enjoy a day on the Marche mountains to get together, far away from the weekly bustle. Several years had passed and the younger needs of both families put the end of this custom.
In the summer of 1991 the boys, now grown up, decided to see each other again as their families used to do. Many things had changed after all those years: Lucio and Giampietro Melchiorri managed their family company, as did the Basso brothers with theirs.
Being together they realized that only one thing had not changed over the years: that harmony between cousins that had always kept them close.
CHAPTER 2
Between stories, jokes and laughter, Giampietro begins to notice how everyone, despite the fact that they were children of art and came from the world of footwear, wore common sports shoes; they were sneakers produced and marketed in series, without any special story or feeling that could characterize them. Giampietro thus shares his thoughts by opening a real exchange of opinions; hence the idea to create a new sports line that would be something more than a simple sneaker, which would incorporate both a sentimental value, that of the Family, and craftsmanship through the skills that everyone had gained over the years.
CHAPTER 3
Autumn 1999
Basso brothers think back to the day they spent together with their cousins and begin to consider that idea born a bit for fun among the peace of the Marche hills and thus decide to contact Lucio and Giampietro again, expressing their will to carry it forward. The Melchiorri brothers, enthusiastic about this proposal, accept the challenge and start working on this new project.
CHAPTER 4
An ambitious and not fully simple project; it was difficult to reorganize an entire production that was accustomed to the classic shoe, and it was difficult to market this new idea of sneakers, no longer conceived as a “gym shoe” but as a luxury and metropolitan accessory: a real new fashion concept.
CHAPTER 5
After having laid a first base of ideas, the boys built the new Brand step by step, based on these key principles: dynamism, avant-garde, experience and positivity. Thus Primabase and its first collection were born.
Now they “just” had to market it, but how? Which was the right channel?
With great courage and strong determination they took the car, the new collection and decided to present Primabase at the Dusseldorf shoe fair where the first 16,700 pairs were sold.
Spring 2000
Primabase has turned into something bigger than a project: it represents a new vision of footwear, a meeting point between sportiness, luxury and craftsmanship.
A story, a synergy and an aesthetic concept that still lives today through the positive leitmotiv that has constantly described and accompanied the souls of our creators: “Today is a very good day”.
We thank you all for having known us and our history more deeply better; this history continues to be current.
…to be continued.