Pedro García, Three Generations of Shoemakers

The book, titled Pedro García, Three Generations of Shoemakers, has been presented during the Fashion Footwear Association of New York expo. When reflecting on the García saga, from the cover to the prominently featured excerpt and throughout the autobiography, the author describes himself as the “sandwich generation” — a bridge between the hardships of a fledgling company his father inherited and made prosper, and the spectacular end result of designer shoes, developed by the present-day managing directors of the company, his son Pedro and his daughter Mila. The memoirs focus on the eventful entrepreneurial life of Pedro García. From his childhood days learning alongside his father, to expansion and his desire to reach other European markets and the United States, the launch of his own brand and its eventual presence in the most exclusive retail sector, and his different projects and business partnerships with Caressa and Allure… and later, founding a new company with his children to come full circle, returning to his original plan: to create a brand of high-end women’s shoes bearing his name. Published in three languages, the book is the culmination of two years’ work in which Pedro García collaborated on a daily basis with journalist Teresa Villarroya, who was responsible for the biographical texts, and Carlos Serrat from the copywriting and design agency gira visual communication, the project’s editor and author of corporate communications. Translation of the memoirs was done by One Focus Language Services. The graphic design was developed by the Barcelona-based studio clase bcn.