Diego Della Valle is the older son of Dorino Della Valle and grandson of Filippo Della Valle. Filippo started his shoemaking business in the 1920s, which Diego expanded into the now famous Tod's brand.[1][2][3]
In his younger days, Diego studied Law in the University of Bologna, but abandoned the career and launched himself into the marketing of the family's shoemaking business. Even during his younger days, he was business savvy. He used the power of celebrity to popularise his product, such an example was when he persuaded his friend Luca di Montezemolo, who was a protégé of Gianni Agnelli, to present Agnelli with a pair of Tod's driving moccasins. He got Agnelli, the then FIAT boss, to wear Tod's shoes when attending Juventus football matches, which were widely televised. This product placement prompted a spike in sales.[1][2][3]
Della Valle now manages Tod's with his brother Andrea. Diego's son, Emanuele, is also involved with the family business as the creative director. The factory in Casette d'Ete was designed by his wife, Barbara.[3][2]
Tod's Group is an Italian company which produces luxury shoes and other leather goods.
