If you’ve ever been in the market for a pair of hiking boots, you’ll definitely have heard of Diemme. The Italian footwear brand has made a pretty big name for itself in the past couple of years for creating some of the best hiking boots around, with insane craftsmanship (it’s from Italy, duh), versatile silhouettes and top-tier materials. There’s a reason why the coolest and most curated stores around the world stock them - owning and wearing a pair instantly gets you street cred from the IYKYK crowd because, well, they’re that good.
That’s why we caught up with Mats Alver, Diemme’s brand director to talk about how they’ve levelled up over the years, his Nordic influence and his favourite silhouettes.
Can you just introduce yourself to the CULTED audience?
My name is Mats Alver, and I am the Brand Director at Diemme.
When we first started working with Diemme in 2009, the brand didn’t exist in the way it does now. Diemme was primarily a factory producing shoes for other brands, and there was a partnership with a Japanese distributor selling shoes under the Diemme name. In 2010, we began to shape the brand into what it is today. Our base at Blender Agency in Norway allowed us to develop Diemme over the past 15 years, always focusing on quality, comfort, and the timeless craftsmanship of Italian shoemaking. I oversee everything from product design to PR, marketing, sales, distribution, and e-commerce, working to ensure the essence of the brand is consistent and relevant in today's market.
What are some aspects of Diemme that attracted you?
What attracted us back in the early days, was the exceptional quality of the product – how the shoes were both functional, lightweight, and visually appealing. Diemme’s roots in Montebelluna, an area famous for its long history in outdoor footwear production, were an important part of the company's identity. However, what made Diemme particularly appealing to us was the opportunity to recontextualize its offerings into the world of fashion, rather than just outdoor gear. Over the last 15 years, we’ve worked to elevate the brand by incorporating unique materials, prints, and colours – like leopard print haircalf leather on hardcore hiking boots – which was groundbreaking at the time. All of this came naturally for us, as the world we knew in terms of distribution, was fashion, and not outdoor. Keep in mind that this was way prior to gorpcore, or any other core. There was no "modern outdoor" scene, as we know it today, just a lot of traditional outdoor brands, used by people in need of functional products.
The surrounding area is home to some of the world’s leading mountaineering brands, and Scarpa is our direct neighbour, but we've carved out a space for Diemme that blends outdoor utility with fashion-forward designs. We’ve always focused on the quality of the materials, the comfort of the shoes, and the craftsmanship behind them while making sure to position our products in a more fashion-oriented context. Also, our production style remains very much true to how it was in 1992, when Dennis and Maico Signor started Calzaturificio Diemme.
I’m personally a massive fan of Diemme’s campaign imagery that I’m sure you played a big role in creating. What are some of the references when curating the look of Diemme as a footwear brand?
Thank you for the kind words! We’ve been fortunate to collaborate closely with Moon International in Copenhagen since 2017, and the majority of the credit for Diemme’s visual identity goes to them. Martin and Frederik have become like family to us, and as true Italians, we place immense value on family. Moon has truly been an extension of our team, and their ability to push us creatively has been vital to our evolution.
When it comes to influences, the quintessential Italian aesthetic has been a key element in our storytelling. Diemme’s Italian roots are central, but we, as stakeholders in the brand, also have a profound love for Italy. Martin, for instance, runs the restaurants Uno and Duo in Copenhagen, which are deeply inspired by his passion for Sicily. Personally, my love for Italy stems from football. While all my friends were following English football, I became an AC Milan fan around 1988, drawn in by a certain Dutch trio. Through football, I developed a deep connection to Italian culture.
Additionally, we’ve always kept the focus on the shoes in our campaigns, deliberately minimizing the presence of other elements such as models and clothing. This allows the viewer the freedom to interpret Diemme in their own way, creating a more personal connection with the brand.
How do you implement your Norwegian heritage into your work?
There are obvious cultural differences between Norway/Scandinavia and Italy. Over the years, we’ve come to understand these differences – sometimes with frustration, other times with joy. This friction has actually played a role in our success. When it comes to aesthetics, much of what we’ve done has been clearly influenced by the Nordic approach. However, we’ve also been inspired by Italian culture, which has shaped our perspective and design sensibilities. The combination of these influences has been integral to Diemme’s identity.
In your campaigns, the styling is very minimalistic in a sort of Scandinavian way - what does your ideal customer wear with Diemme shoes?
We’ve never had a typical, archetypal Diemme customer. Our brand has always flowed between segments, and sometimes, something as simple as a colour, a leather type, or even a shoelace can make the shoe speak to a very different customer. That doesn’t mean we don’t care about who buys our shoes, but more importantly that Diemme is a choice to invest in something that will accompany you over time. Diemme has also often been a practical choice – think of a pair of Roccia Vet boots for a cold winter day in Vancouver.
In addition to our collections, our distribution also plays a big role in shaping who the Diemme customer is. In large part of our distribution, we share shelves and space with amazing brands, like long-time Swedish friends at Our Legacy, Auralee, Lemaire, Sunflower, Magliano, Ranra, and Gabriella Coll Garments. If their customers choose to buy Diemme, we feel good.
What are your opinions on the hiking shoe trend that’s become so popular recently?
We’re obviously very happy to see this trend. There was a strong hiking boots trend back in 2011 and 2012, but nothing like what we’ve seen in recent years. We had less competition back then, but there was clearly enough sky for everyone in this space. Trends go in cycles, and some have roots in past references, while others have a natural connection to the present day. I believe that what many people have experienced over the last five years has strengthened the desire to spend more time outdoors, and the mix of aesthetics and practicality of outdoor shoes and gear, has made it more accessible and allowed more people to understand the power of nature and the importance of being outside.
What do you think sets Diemme apart from other footwear brands in the same space as you?
At the core, we try to just do our own thing, and in reality, we’ve been doing much of the same for the past 10 to 15 years, but with more knowledge and experience. When I see other brands being inspired by things we did five years ago, I take it as a compliment, it’s a testament to what we’ve dared to do over the years. Diemme is both a brand and a factory, and no one can take that or replicate our DNA. Our shoes are made among vineyards, with the Dolomites as a backdrop. When we’re having pizza at our regular spot, Cornaro, or the world’s best Tiramisu at Due Mori, it’s all in Asolo, a town founded 1700 years ago. Almost every leading outdoor and ski brand in the world has made their shoes in this area at some point, and everything we do is local produce.
What do you see as the most important aspect in a shoe?
For us, the obvious answer is quality and craftsmanship. That’s always been the foundation. But at the same time, shoes are essential to your well-being, so form must always follow function. On top of that, shoes should, of course, look fantastic. Perhaps Phil Knight would call me a “shoe dog,” and for me, shoes have always been the most important element when getting dressed. A pair of shoes can completely transform an outfit.
What’s your favourite shoe you’ve made and another that you wear the most often?
My all-time favourite model is the Movida, and my absolute favourite version is the one we made with Hannes Hogeman and Tres Bien – an earth-toned version with a shockingly bright pink rubber toe. I’ve pretty much worn the Movida consistently since 2018. Currently, the Ampezzo is the model I reach for most often alongside the Movida, and we have some very exciting new styles coming for SS26. Oh, and by the way, now that summer is approaching, the Pantelleria is my go-to shoe. Inspired by 90s aqua socks, it’s the perfect sporty, lightweight, and easy-to-wear option for the heat.
What references do you look at for inspiration when it comes to designing and refining new silhouettes?
Over the years, the inspiration for designing and refining new silhouettes has been a mix of archival production at Diemme, and external references. When we first started working with Diemme, the factory had been in existence for 18 years, so the archive was filled with valuable references and inspiration. In addition, my teenage years in the 90s have been a significant source of inspiration, especially the period around 1998-2001, when nearly every fashion house was creating sublines that ended with "Sport."
How do you want to expand on your vision in the future?
For the most part, we want to stay true to the path we’ve been on, continually refining what we’re best at and ensuring we remain relevant as the world evolves. We’ve already noticed that some of our heavier boots are becoming less relevant as winters grow milder, so we’re preparing to make practical shifts as needed. That said, our vision remains clear: we want Diemme to continue being crafted in Asolo, with the expertise of the factory being passed on to future generations. The craft of shoemaking isn’t exactly on the rise, so it’s up to us to make sure that Diemme is not only a symbol of quality but also an attractive and dynamic brand for both customers and artisans alike.
We will continue to do strong collaborations, and have plans to develop a dedicated collection for women in the near future, but in general, we don't prefer not to plan too long ahead.
What kind of styles/aesthetics are planning to work on for new silhouettes?
Our recent collections have leaned more towards dressier qualities, such as wool felt and patent leather. We’re exploring contrasts between the sporty and the more formal, and this will likely continue into AW26 and 2027. We really enjoy this moment, as also we grow older, and a bit more refined in our taste and needs.
Featured image via @bettykrag Diemme©
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