WUD – acronym for “whatever you do” – is an Italian functional footwear brand founded in 2022 for a visionary yet necessary purpose: preserving artisanal expertise and combining it with contemporary relevance. 
WUD represents a new development of a family-owned shoe factory started in the 1950s, and preserved for three generations since.

The artisanal production in the footwear sector has been significantly disrupted by the emergence of mass production and consumption habits, causing widespread negative effects throughout the entire supply chain. 

WUD positions itself within this context as a proposition placing artisanal traditions at its core, seamlessly integrating it with elements of sustainable and circular innovation. We strive to represent the balance between traditions and innovations, characterized by continuous exploration of new solution.

WUD combines traditional artisanal methods and techniques - carrying forward our historical attention on natural materials - with forward-thinking stylistic concepts and functional design approaches to create superior, durable, and comfortable footwear, for every individual, on every instance of use.

At WUD, comfort is the daily sensation of lightness and ease, guaranteeing absolute freedom of movement that accompanies our footwear.