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The Origin of NAT’S — Where Craft Meets Nature

The story of NAT’S begins in 1968, in the quiet hills of Monte Urano, the heart of Italy’s historic shoemaking district in Marche. Here, two craftsmen—Angelo Piergentili and Giovanni Navisse—founded Selenia, a boutique workshop dedicated to meticulous Italian craftsmanship. Their shoes, rooted in tradition, quality leatherwork, and precision, quickly earned a reputation across Italy for excellence in classic and formal footwear.

Through the early 1980s, Selenia thrived in classic and formal segments. But as the decade drew to a close, the world was changing. Consumers were seeking not only elegance, but also movement, versatility, and a more sport-inspired spirit. The market was shifting, and Angelo and Giovanni—deep observers of culture and nature—recognized that to survive, they needed to evolve.

A New Vision Rooted in Nature

In the early 1990s, the founders set out to create something entirely new: a brand that embraced a more active lifestyle and connected people back to the natural world. Both long-time advocates for environmental protection, they imagined footwear that blended biomechanical comfort, natural materials, and a casual-sporty identity. This vision became Natural Symbology—a name that expressed their belief that nature holds the blueprint for movement, freedom, and exploration.

Their philosophy was simple yet ahead of its time: Combine technological and stylistic innovation with nature’s own materials—leather, cotton, hemp, and rubber—crafted with an Italian soul.

Before long, the founders realized that the name needed to be as agile and memorable as the product itself. Natural Symbology evolved into NAT’S—a compact, energetic expression that honored its origins while inviting a new generation to move naturally.

A Rise Built on Craftsmanship and Innovation

Throughout the 1990s, NAT'S flourished. With guidance from stylist Sergio Morelli, the brand became a favorite among independent boutiques across Italy, positioned within the medium-high range. NAT’S stood out for pioneering outsole customization—engraving its brand identity directly into its soles, long before such details became industry standard.

At its peak, NAT’S sold over 180,000 pairs annually, symbolizing a perfect blend of craftsmanship, creativity, and a deep respect for nature.

The Challenge of a Changing World

But the new millennium brought challenges. The global rise of international sports brands reshaped consumer expectations. The introduction of the Euro and the economic shock in the 2000s reduced purchasing power across Europe. As large chain retailers expanded, many of the independent boutiques that had championed NAT’S began to disappear—store by store, season after season.

Though Angelo and his team fought back with all-Italian craftsmanship and beautifully constructed all-leather footwear, the shifting landscape took a toll. By the early 2000s, Selenia faced an increasingly difficult financial path.

With heavy hearts, the founders made a pivotal decision:
to pass NAT’S into new hands—ensuring the spirit of the brand could continue to evolve.

A Legacy That Lives On

NAT’S was born from the courage to evolve, the discipline of Italian craftsmanship, and a deep belief that nature inspires better movement. The founders created not just a footwear brand, but a philosophy—one that celebrates authenticity, exploration, and the balance between comfort and the wildness of the outdoors.

Today, NAT’S continues that legacy.
Guided by its origins yet driven by innovation, the brand stays true to its purpose: Empowering natural movement in every step.