WUD – short for “whatever you do” – is an Italian functional footwear brand founded in 2022, which represents a new development of a family-owned shoe factory started in the 1950s and preserved for three generations since.

WUD is inspired by the vision of integrating traditional craftsmanship with sustainable and circular innovation, in continuum with our enduring purpose of preserving artisanal expertise and combining it with contemporary relevance.

WUD carries forward the historical attention of our family the use of natural materials – particularly wood – to craft superior and durable footwear, ensuring the utmost comfort and functionality with our distinctive flexible-wooden sole.

WUD combines traditional artisanal methods and techniques with forward-thinking stylistic concepts and functional design approaches to produce genderless slides, sandals and mules, for every-day use.