Hot off the presses is the news that Steve Madden tapped  Mary-Kate and Ashley Olsen as creative directors for Superga North America:

“The Olsens are tastemakers, and people pay attention to what they’re thinking and what they’re wearing,” Madden told Footwear News last week. In their new roles, the pair will oversee all creative and marketing initiatives, as well as have oversight for distribution. The line is targeted to upscale department stores and high-end speciality boutiques.

“We hope to introduce a fresh perspective to this iconic collection, while honoring Superga’s legacy of timeless design,” Ashley Olsen said in a statement.

More via FN.

Superga looks to Alexa Chung to sprink her magic fairy fashion dust on the brand, which has struggled to make headway in the U.S. market (not sure how it’s held up in Europe–probably better as it’s Italy-based). Whether or not she succeeds in upping the brand’s profile on our side of the pond, it’s nice to see a woman known for trend-setting speak to the appeal of sneakers. We’ve always found it odd that fashion mags more or less ignore the casual side of women’s wardrobes as though we only care about style as it applies to work or eveningwear.

What I like about Italian shoe brand Superga is that it’s not only a legitimate brand with a heritage, but it’s also got love for women. Converse may dabble in femmy colors and treatments, but for Superga, there’s a clear focus on keeping up with current fashion trends.

^^Rimini in cracked pebble metallic, complete with leather lining. These babies deliver to retailers in August.

See the Rimini in silver on the other side, plus the Asti, a faux-fur lined canvas shoe

At the WSA (a big giant shoe show that takes place in Las Vegas) last year, one of the cutest displays belonged to Italian shoe company Superga (see below). The company wasn’t so much writing orders as introducing the idea of the brand to U.S. markets.

^^Superga at the WSA 2007. The shoes were tied to another great Italian tradition, red Fiats.

According to my sources, it was once sold here, but was overdistributed and eventually died a slow death. It’s back now, migrating here based on the strength of its sales in Europe, where it’s been a popular alternative to Chucks. The company promises that it’s going to keep its distribution limited, and indeed, when just now I looked, the only online retailer selling it was Jildor.

I visited another Superga showcase after the WSA and there I signed up for a free pair of Superga kicks. Well, they finally arrived today in the correct size and everything. I like ‘em cause they’re something different from the same ole Converse, but the only thing is I’m starting to wonder how I feel about canvas.

Sincerely,

Lois: LSakany at Gmail.com