How it started
A dog who would not leave the shoes alone
August 11th, 2025. My life changed.
Miky came home as a puppy and found a house full of shoe boxes. Samples from Italy on the floor, boots on the sofa, a tripod permanently set up in the living room. Most dogs would have chewed something. Miky sat down next to a pair of suede boots and waited to be photographed.
We had been talking for a long time about giving the brand a character. Something warmer than a logo. Something that could carry a story across a season without selling at you in every frame. We tried a few ideas on paper and none of them felt like us.
Then we looked at the pictures from the weekend shoot and he was in every single one of them, uninvited, perfectly placed, watching the shoes. The character had been in the room the whole time. We just had to stop editing him out.
So we gave him a title. Miky is the Shoe Dog. He is not a mascot and he is not a marketing device. He is the dog who happens to live where the shoes live, and he takes the job seriously.