WHO: Craftsmanship

WUD - acronym for “Whatever You Do” - is an Italian functional footwear brand founded with a visionary and essential purpose: preserving artisanal expertise while combining it with contemporary relevance. It represents the evolution of a family-owned factory established in the 1950s and carefully maintained over three generations.

The artisanal footwear sector has been significantly disrupted by mass production and fast-consumption habits, creating challenges throughout the entire supply chain. In this context, WUD positions itself as a brand that places artisanal traditions at its core, seamlessly integrating them with elements of sustainable and circular innovation.

We strive to embody the balance between tradition and innovation, continuously exploring new solutions to meet the demands of a changing world. Heritage serves as our cornerstone, providing stability and consistency amid profound external changes, while thoughtful innovation allows us to preserve, expand, and elevate it.

At WUD, we honor traditions as the foundation of our identity and embrace innovation as the driving force to amplify the reach of our artisanal expertise, ensuring its relevance in today’s dynamic, contemporary landscape.