Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine

Rebirth Through Innovation: Alberto Deon’s Bold Vision for Demon

By Mira Postolache

Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine

In the storied town of Montebelluna, where the echoes of craftsmanship and industrial prowess resonate through time, a new chapter unfolds for Demon, a brand steeped in history. Ignited by Girolamo Deon in 1963, Demon resurfaces in 2020 under the discerning eye of Alberto Deon, embarking on a transformative journey that intertwines the legacy of the past with a cutting-edge vision of the future.

Harnessing the essence of the brand’s deep industrial roots, Alberto Deon weaves a narrative that seamlessly melds technical finesse with avant-garde sensibilities. Delving into the intricate tapestry of heritage and innovation, Demon takes on a new identity under Alberto’s guiding hand, embracing an alchemy of fashion, music, and design to craft a narrative that speaks to the soul of its territory while pushing the boundaries of contemporary expression.

Assuming the mantle passed down through generations, Alberto Deon crafts a realm of footwear that transcends convention, blending elements of design, architecture, and a touch of post-industrial allure. 

Described as a ‘post-Internet archaeology,’ his creations delve deep into the archives of tradition, resurrecting timeless materials and artisanal techniques that are reimagined through the lens of modern technologies and daring experimentation.

In Alberto Deon’s hands, the concept of Made in Italy undergoes a profound metamorphosis, shedding its nostalgic veil to emerge as a beacon of ultra-contemporary elegance. Infusing his work with a sense of cosmopolitan wanderlust that bridges the gap between Montebelluna and the creative pulse of London, Deon defies categorization, emerging as a true visionary dedicated to reinventing the aesthetic landscape of Italian design.

For Demon, reborn in 2020 and embraced by the dynamic realm of the Slam Jam circuit, Alberto Deon’s visionary fusion of tradition and innovation represents a harmonious duality—an intricate dance between the echoes of the past and the limitless horizons of the future. Through his boundless creativity and unyielding passion, De(m)on stands as a testament to the enduring spirit of artistic exploration and the transformative power of redefining Italian design for the modern age.”

Join our exclusive conversation with Alberto x Vanity Teen:

Hi Alberto, welcome to Vanity Teen. The Demon brand is a re-qualification of a former reality. Could you explain the inspiration behind resurrecting the brand and how you are infusing contemporary design into its vernacular legacy?

Coming from an architecture background, one sensitive topic is the one of “overbuilding”. Thus, especially in industrialized contexts, renovation of pre-existing buildings is often prioritized when possible, as a sustainable method that preserves space and avoids wastes. In a similar manner in fashion we witness every year to the birth of so many new brands. And to avoid “overbuilding”, it felt more natural for me to recover something from the past, with its narrative and archive. It is more ethical as well.

Your background as an architect is evident in your previous work on projects like Kanye West’s Wyoming Yeezy Campus, stores for Giada and Armani,. How does this architectural experience influence your approach to designing footwear and fashion?

Architecture shaped my sensitivity for design, but also taught me a lot about the idea of designing with purpose. Avoiding noise. Essentially architecture, as a discipline, has much less room for maximalism. Anything regarding the built environment has the benefit of standing close enough to engineering to absorb its logic and solution-oriented approach. In order to be livable a space needs to be lovable. There needs to be a genuine comfort in experiencing that space, and the main way to achieve this is guaranteeing the very fundamental aspects, from hygiene to lighting, to air circulation and practicality and integrations of utensils. More often than not, in fashion these aspects are put aside in order to create tension, and attract attention. 

Demon aims to merge artisanal know-how with contemporary taste. How do you reconcile the artisanal hypertrophy of your region with modern design sensibilities, and what does “made in Italy” mean to you in the context of Demon?

I believe a good product is always the start of any creative journey. As a matter of fact, the act itself of me kickstarting Demon emerged as a response to the context I grew up in: an open-air workshop for shoemaking, that is Montebelluna. This gave me a competitive advantage in entering the world of footwear, that I wasn’t particularly keen on. I saw the medium: the expertise, the knowledge, the artisans, as a 

Demon is described as sitting between streetwear and performance wear. How do you balance the interweaving threads of technical solutions and avant-garde taste in your designs?

I think the ability to interweave these threads is gonna be a key for this whole post-for-core/techcore movement. It cannot just be about technical gimmicks, taste needs to be present and very specific. 

Demon’s designs seem to evoke the architectural styles of Moretti, Albini, and Boehms. Can you elaborate on the influences and inspirations that shape your design aesthetic, and how you ensure a balance between homage and innovation?

In terms of design language, a huge influence for me has been carlo Scarpa. In Scarpa’s work what I find enticing like very few other designers is the ability to embrace detailings. As architectural critic Marco Frascari calls them, the “tell the tales details”; in the sense that detailings add a degree of intentionality to a composition, may it be a show or a building. And in that resides ultimately a form of love.

Can you tell us about the significance of the site-specific vision for Demon and how it is influenced by your international education and research?

Demon is a site specific project in the sense that it couldn’t hatch from anywhere else but here. Studying abroad has helped me in shaping my personality more than anything. Especially a place like London, it really injects a different type of energy, from the people you meet, to the streets. It also inspired me to level up my work ethic. 

You are passionate about history and anthropology. How do these interests inform your design process and the incorporation of archaic technologies and traditions into your work?

Archaic technologies are being wiped out from factories and production lines and moved to museums everytime they become obsolete. I have no specific interest in retrieving those in any capacity as long as they don’t serve the product. So, what I’d say really is a crucial but finite resource is the expertise of artisans, which is evidently decreasing in my generation.

What led you to combine top-notch technological processing with the artisanal knowledge of shoemakers in Montebelluna to create the statuary object, Poyana? How does this reflect your vision for the future of “made in Italy” in the 21st century?

I think Italy is not in a very good place when it comes to taste. We used to be tastemakers up until the 80s, a reference point for western taste in general but more so for Europeans. I’d say right now with the triumph of popular culture the Belpaese seems to have only one channel when it comes to understanding and assimilating aesthetics. Which is the aggressively commercial one. Thus made in Italy will suffer, because without taste making,  it becomes solely a vessel for manufacturing. 

How did your collaboration with Luca Benini and Slam Jam come about, and what role have they played in bringing your design approach to life?

It came about very naturally. I was initially suggested by Matthew Williams to contact Luca. From that point onwards, we met in Ferrara with the whole Slam Jam team and that’s when Demon broke its first crystal ceiling.

Sustainability and environmental awareness are important considerations in contemporary design. How does Demon approach these issues, and what steps are you taking to create a more environmentally conscious brand?

It’s a huge topic that we are going to face this upcoming year.

A letter to your future self. 

Thanks for everything.

Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Rebirth Through Innovation: Alberto Deon's Bold Vision for Demon Vanity Teen 虚荣青年 Lifestyle & new faces magazine
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