THE ART OF LIFE: JOSHUA SANDERS — WHERE PLAYFUL POP CULTURE MEETS CONTEMPORARY LUXURY

When fashion becomes a language of joy, and craftsmanship becomes its most eloquent expression.

By Monica Lofstrom
EGW Luxury Magazine | Winter 2025–2026 Feature

There is a rare kind of brand that doesn’t simply design clothing—it creates a feeling. A sense of connection, of movement, of belonging in a world that is constantly shifting. Joshua Sanders, founded in Milan and shaped by the transcendent vision of Creative Director Vittorio Cordella, is one such brand. Here, fashion becomes a shared experience; each piece is a moment, a memory, an expression of how we live and how we connect with others.

From the beginning, the brand embraced the belief that clothes should be more than garments. They should spark joy. They should hold narrative weight. They should reflect the culture around us—food, music, architecture, travel, and the ever-changing rhythm of human expression. Its playful, preppy-luxe aesthetic bridges pop culture and couture with a singular grace—exuberant yet refined, modern yet timeless, lively yet meticulously crafted.

This is a brand built on spirit.

A brand that understands the power of personality in design—and the quiet truth that fashion is, at its best, a form of storytelling.

THE BRAND’S HEART — A MILAN ICON WITH GLOBAL SOUL

At the center of this creative universe is the brand itself: a Milan-based Italian fashion house founded in 2012, rooted in excellence, optimism, and cross-cultural expression. Founded by Vittorio Cordella, who serves as both CEO and Creative Director, the brand was born from a bold idea—that luxury could be exquisitely crafted yet joyfully expressive. That contemporary fashion could be artistic without being austere, elevated without being distant.

Cordella created Joshua Sanders with the goal of redefining the luxury sneaker. Not as a symbol of exclusivity, but as a celebration of positivity, youthfulness, and contemporary global style. The brand’s signature motto, “HEART IN NYC, MADE IN ITALY,” captures this dual heritage: the urban edge of New York paired with the artisanal mastery of Italy.

This fusion of influences forms the unmistakable DNA of the brand.

The heartbeat of New York.
The craftsmanship of Italy.
The imagination of a world traveler.
The boldness of pop culture.
The playfulness of youth.
The refinement of couture.

It is a brand anchored in curiosity and cultural fluency—always moving forward, always searching for what comes next.

THE CRAFT — MADE IN ITALY, DREAMED FOR THE WORLD

Every Joshua Sanders piece is proudly crafted in Italy, where skilled artisans uphold generations of craftsmanship. Here, premium materials meet bold design. Technological innovation meets traditional precision. And every pair of shoes, every garment, every silhouette carries the imprint of human hands and creative spirit.

This dedication to quality is not only aesthetic—it is ethical. The brand’s production remains local and sustainable, supporting Italian workshops and artisans while ensuring that every piece meets the highest standards of responsibility and artistry.

The result is unmistakable:
luxury that feels alive, not manufactured.

Their signature pieces—skater flats, lace-ups, slides with iridescent trims, sculptural soles, varsity lettering, bold graphics, and joyful motifs—have become instantly recognizable across the globe.

And few motifs have had the cultural impact of their now-iconic collaborations.

THE SMILEY® PHENOMENON — A CULTURAL CROSSOVER

One of the brand’s most defining chapters began in 2014 during Paris Fashion Week. Cordella envisioned cosmopolitan sneakers adorned with the universally beloved Smiley® face. The idea was immediate and electrifying—catching the attention of buyers, editors, and, unexpectedly, the Smiley organization itself.

What began as a tense encounter over trademark evolved into a decade-long partnership built on mutual respect and creative synergy. Together, they expanded beyond footwear into bags, backpacks, accessories, and eventually a fully realized ready-to-wear collection.