Body Pixel

OK! You definitely need a small break from serious themes on this blog. Very recent Croatian Design Society got its space for administration and a small gallery. Two days ago this gallery opened their first exhibition – promotion called Sherriff & Startas & Friends.

The exhibition is devoted to legendary ‘socialistic’ sneakers, Startas. These were ‘our’ version of Chuck Taylor All-Star, minimalist canvas sneakers, now redesigned by Mauro Massaroto.

The whole story that lies behind these zen_minimalistic_low_fi sneakers is one of revealing storiez from the region that suffered a lot due to some reasons that many future generations would have to figure out why exactly it happened.

Startas  had their brightest moment in 1987 during the Universiade in Zagreb, call it youth sport games or student’s Olympic Games. Than happened  complete recognition because, for that occasion, almost 3.500 athletes from around the globe, worn Startas – originally designed only for the table tennis team.

The production of Startas sneakers started in 1976 in Eastern Croatia, more precisely in the small city of Borovo near Vukovar. The shoe factory was first owned by the Bata Company, but nationalized after the Second World War and renamed in Borovo.

Photo: Borovo (c)

It was certainly one of the biggest shoe factories in the region with almost 22,000 employees. The estimated amount of production was around five million pairs of shoes per year. When the war between Croatia and Serbia started, Vukovar was the first city that suffered most. Many people were killed or missed, and at the end of the war, on the last day, Borovo was bombarded and destroyed.

Photo: lomodeedee (cc)

Although, a ruined place, only few factory halls survived – more exact, three of ten halls. Several years ago, the production in Borovo started, but this time with only 300 workers; and two years ago designer Mauro Massaroto came back from abroad with an idea of Startas revival. Thirty employees are working now by hand, producing 2, 000 pairs per year.

Mauro Massaroto was born in Rovinj (Croatia)  and studied design in Florence. He worked for various fashion brands and creative agencies in Milan. Before coming back to Croatia he spent five years as creative director of Custo Barcelona. Massaroto finds that experience he’d gained at his last job was crucial for his carrier and life.

Photo: Borovo (c)

Massaroto left the original white pair as a premium, original model of Startas in the collection; but he also made very very cool collection of free style Startas, which could be described as pop, funky, punk, retro, chic, avant-garde, pixel or low-fi oriented sneakers. There is also a great model that celebrates Universiade 1987, which is perfect relict of our past.

Photo: Borovo (c)

‘When I first arrived in the Borovo factory, my heart was pumping with fear and excitement – I was standing in front of a dead giant. While working in one hall, which is „only“ partially ruined, you look at the leftovers of the neighboring hall. Of course, to an accidental visitor, this can look like a movie set – on a sunny day, rays of sun are shining through the branches, smoke and dust are filling the air, all those old machines are running, ladies are still wearing their blue uniforms….’

Photo: Borovo (c)

‘Once you enter the factory, it is like passing through the dimensions of time and ending up 20 years back in time, in the old Yugoslavia of 80’s, back in your childhood. I believe this gave an extra push to my creativity.’
Mauro Massaroto

Photo: lomodeedee (cc)

Startas… Super… Cool… Retro… Sneakers…

p.s. Don’t miss more detailed article on Startas being reborn in the context of normality rebirth in the region at Vienna Review.
p.s.1. If you figure out that exactly Startas is what you need to embelish your Spring and Summer, check their web site, coz there will be shops in  London, Barcelona, Milan, Tokyo and Berlin. But you can also buy them in Vukovar, Osijek,  Zagreb, Rijeka, Split, Zadar, Pula, Ljubljana and Belgrade.
p.s.2. The song  Apsolutno tvoj (Absolutely Yours) in the video was performed by band from Sarajevo called Mirzino jato (Mirza’s swarm). The song became a cult, because it was really a great hit at the end of seventies in ex-Yugoslavia. Mirza was Yugoslav answer to Boney M’s Bobby Farrell.  During socialism he was a professional singer for  Sarajevo Television Choir and Opera.  Mirza Alijagic still performs as opera-bass singer in Sarajevo, while the back singers:  Zuzi Zumreta Midzic has successful carrier as Gypsy singer and performs Bosnian traditional music, sevdalinke; and Gordana Ivandic is music associate at the Federal TV in Sarajevo.
p.s.3. Long Live Startas!