Are the Bonamasó sustainable sneakers this fall’s hottest shoes? (Yes.)
Fashion, as an ever-evolving narrative, spans territories beyond mere metropolitan centres. It uncovers hidden stories, intertwining past legacies with future ambitions. Meet Bonamasó, a sustainable sneaker brand that, instead of being inspired by transient trends, finds its muse in ancestral tales and an unwavering commitment to the environment.
Roser Flores Samon, better known as Rous, founder and creative director of the sustainable shoe brand Bonamasó
Established in Barcelona in 2022, Bonamasó is led by founder and creative director Roser Flores Samon, better known as Rous, an alumna of the Master in Fashion & Luxury Brand Management at Istituto Marangoni Milano. Born in the capital of the autonomous community of Catalonia, where she studied communication, Rous completed her studies in Milan and then worked for several years in the fashion industry. All these experiences inspired her to launch her brand last year.
A Bonamasó campaign. Photo courtesy Bonamasó
And make no mistake: although Bonamasó is new on the scene, Rous has already impressed international buyers by attending the latest Pitti Immagine Uomo No. 104 in Florence. And the heavyweights are taking notice that Rous is ready to make a big splash by taking her Bonamasó to the upcoming Micam Milano, where she will present her creations among the 12 emerging designers selected by a panel of experts for the next edition of the world’s leading international footwear show, to be held from 17 to 20 September 2023 at Fiera Milano Rho.
Who is the woman behind the name of the Bonamasó sustainable sneakers?
Bonamasó. To the uninitiated, it stands out as a pioneering sustainable sneaker brand. Yet, this simplistic label only begins to scratch the surface of its depth. It isn’t all there is to tell.
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As you delve into its narrative, you’ll discover it’s not merely about making footwear; it’s about crafting stories, paying tribute to its founder’s lineage, especially the emblematic figure of Rous’ grandmother, Ramona Bonamasó.
Meet Ramona, the Bonamasó high top sneaker “with an authentic soul.” Photo courtesy Bonamasó
Rous wrote a letter to her beloved grandmother on the Bonamasó website as an act of love. “This is a letter to my grandmother, Ramona Bonamasó,” she posted. “I will keep you alive. With every beat and every step, firmly and longer. Kissed by sunlight and surrounded by our flowers, soft and delicate. I will let you shine by your light. Unique and eternal. An expression of ourselves. A tribute to timeless elegance. I will meet you under our magnolia. Rous.”
Building a responsible, inclusive, growing future in fashion while creating a legacy
In a world inundated with transient fashion moments, Bonamasó stands out as a beacon of depth and authenticity. This sustainable sneaker brand exemplifies a meticulous blend of timeless aesthetics and responsible ethos.
Meet Antonio, Bonamasó's low top “independent sneaker.” Photo courtesy Bonamasó
The vision of its founder, Rous, wasn’t to establish a brand but to create a legacy—a nod to historical elegance interwoven with modern sensibilities. “The heart of Bonamasó lies in the harmonious blend of my academic prowess and the tales of my ancestors,” she stated. And each sneaker is an articulate story.
“Every shoe has a heartbeat, resonating with generational tales and a commitment to the planet” – Roser Flores Samon (Rous), founder of the sustainable sneaker brand Bonamasó and Istituto Marangoni alumna
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Beyond its aesthetic appeal, there’s an underlying narrative, a testament to meticulous craft, sustainable choices, and generational tales.
Consciousness wins: low-impact materials and handicrafts matter!
The selection of materials isn’t a mere nod to contemporary trends but a conscious effort to blend quality, style, and sustainability.
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A world away from the industry’s mass production, the Bonamasó collections are produced responsibly in Elche, Spain. “Buy less but better. Think twice and choose consciously. Guided by our bold vision, we want to bring confidence and inspiration to everyone through fashion. Our fashion. A fashion that selects high-quality and low-impact materials and is handcrafted by expert artisans,” said Rous. “At Bonamasó, we design products to last, embracing values like genderlessness, creativity and diversity with our commitment to sustainability and innovation.”
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Collaborating with local artisans for Bonamasó is not just a strategic manoeuvre. It’s an intrinsic ethos, a commitment to preserving age-old craftsmanship. It’s not merely about sustainable fashion but endorsing artisans whose skills breathe life into Bonamasó’s vision.
A creative woman entrepreneur as the founder of the brilliant independent shoe brand Bonamasó. But why begin this conscious journey with sneakers?
“Footwear is the silent narrator of our life’s journey” – Roser Flores Samon (Rous), founder of the sustainable sneaker brand Bonamasó
“In the vast spectrum of fashion, shoes lay the foundation for our ensemble. It’s the very bedrock upon which styles are constructed,” opined Rous.
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And while Bonamasó has made an indelible mark with its footwear, the brand’s ethos of blending artistry with fashion transcends boundaries. Every piece emanates an aura, not just of design finesse, but of soulful expression.
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Bonamasó offers more than just a product; it provides a narrative where history, sustainability, and craftsmanship converge. Its journey reminds us that fashion, at its core, is more than just attire—it’s an embodiment of stories, legacies, and choices. As observers, we’re keenly attuned to the brand’s evolution, eager to witness and partake in its unfolding chapters in the vast anthology of fashion.
Sofia Sarandrea
Fashion Business, Digital Communication & Media alumna, Milan