I am a Friulane stan through and through. I’ve written about them three or four times here, and somehow manage to bring them up more often than I probably should. Comfortable, colorful, and full of Italian spirit, they’ve become a hero item in my life for any season or occasion—and yes, even to a wedding and of course at the beach. Fun fact: the original shoe, called scarpets, was worn for special occasions only, so it makes sense that even today, they’re still worn for weddings, ceremonies, baptisms, graduations, the list goes on. I published my favorite places to shop online for these beloved velvet wonders last year, but why not get your hands on the real deal in person for the ultimate Friulane shopping experience?! When in Italy, afterall!
Quality control
With their rise in popularity in Italy, Europe, and beyond, both brick-and-mortar and online shops have been churning out Friulane like hotcakes. But like anything, not all pairs are created equal. What should you look out for? I’m glad you asked!
First, the soles should be made of recycled rubber, inspired by the original use of bicycle tires (some brands still use them today). They should also be hand-stitched—note the iconic white stitching underneath. As for the material, while Friulane come in a variety of fabrics from linen to sherpa, the original shoe is made of 100% cotton velvet, which should feel silky at touch. The real deal is breathable, soft, and molds to your foot over time.
Below are trusted shops for all your Friulane desires in Italy’s major cities. If you’re headed to another destination, LMK, and I can send you some store recommendations! Plus, many of these stores are concept shops, making the shopping experience even more dynamic and special, perfect for finding more treasures to bring home!
When in Florence
Heart to Heart
An incredible family-run business with a rich artisan tradition and exceptional craftsmanship, Heart to Heart is known for its perfectly tailored pieces—from dreamy velvet trousers to golden saffron chemisiers, all made right in Florence. And, of course, they also sell their own Friulane!
Address: Via Santo Spirito, 54R, 50125 Firenze
A trendier spot in Florence that’s relatively new, Loompa’s shop is dedicated to their in-house brand of velvet slippers, all made in Friuli Venezia Giulia. With dynamic shoe silhouettes (I’m obsessed with the double-strap Mary Jane), fun fabrics, and bold color pairings, this shop should be at the top of your Firenze to-do list!
Address: Via Maggio, 11/R, 50125 Firenze
When in Naples
Jossa Boutique
Selling much of the brand Aspesi along with other buzzing Italian labels, this hidden gem is one of the few stores in Naples where I’ve found quality Friulane. Also, absolutely check out the men’s multibrand store a few doors down the street that carries some incredible pieces that I am always eyeing up.
Address: Piazza San Pasquale 23/25, 80121 Napoli
When in Milan
Much like Schostal’s in Rome, Casa del Bianco is a must-visit when in the fashion capital, having been around since 1940. Not only is it home to its colorful pajama collections for men, women, and children, but the store also sells the best colors of Friulane. Plus, some of the best merchandising of the shoe you’ve ever seen.
Address: Corso Magenta, 2, 20121 Milano
A quality shoe brand known for everything from penny loafers to lace-up suede combat boots, Velasca’s Friulane collection does seasonal coloring right—from winter cobalt blue and forest green to a spring lilac inspired by wisteria season.
Address: Piazza Giovine Italia, 2, 20123 Milano
ViBi Venezia
My tried-and-true favorite, thanks to their perfectly rounded toes (a Friulane for me has to have a perfectly round toe tip—I’ve had some that are a bit pointy, and they’re just not for me) and timeless, simple colors and patterns. Founders and sisters Viola and Vera Arrivabene really know how to design a Friulane, and it makes sense growing up in Venice. Their shop in downtown Brera has a charming nautical vibe, decked out in endless shades of blue and bold red.
Address: Via del Carmine, 11, 20121 Milano
When in Rome
This historic shoe store is just steps away from Rome’s iconic bar Ciampini, where I sit for a creamy cappuccino before a morning of shopping. They carry some of the best colorways and color pairings of the velvet flats, from traditional styles to a Mary Jane that some of my readers have even gone on to buy, which makes me so happy!
Address: Via di Campo Marzio 29/31, 00186 Roma
I absolutely adore this one-stop shop for ALL things Italian gifts and souvenirs. From ceramic pot holders to Italian-made hair brushes and playing cards. Emporio Centrale also has an accessories section, where a few pairs of Friulane live if you’re short on time and only have half an hour to pop into a store or two.
Address: Largo del Teatro Valle 1, Roma
A new, contemporary take on Friulane, Alla Giulia playfully incorporates everything from fringe to tassels and leather-woven beads (obsessed!). Perfect for those who love a funky accessory that really makes you stand out.
Address: Via Borgognona 7, 00187 Roma
When in Venice
An absolute classic, Piedàterre Venezia is an easy choice and has been a go-to for Venetians since 1952. The silhouettes are simple and timeless, offering sizes for the entire family (men’s, women’s, and children’s!). Not to mention, the shop’s iconic turquoise wall is filled with Friulane from floor to ceiling.
Address: Campo Santo Stefano, 2806, 30124 Venezia
For a more novelty pair that feels like wearing Carnevale 24/7 on your feet (I’m here for it), head to Alessandra’s shop in the San Marco neighborhood of the Floating City. Her shop is also known for Friulane-inspired velvet loafers, full of details with a bit of extra support if needed.
Address: Calle de la Mandola, 3805/A, 30124 Venezia
This is the type of journalism that I live for! I have a few pairs I ordered in the U.S. but looking forward to our trip to Venice in February to stock up. Are you aware of any brands that would allow to tour the workshops to see how they are made?
That’s it! You have convinced me, Gabriella! I am picking up some friulane next time I’m in Milan. Our new work office is in Brera so let me check if these places you recommend are nearby!! 💕