UASHMAMA is a family business based in Tuscany. The father, Marco, is the creative mind. He spent a long time building up experience in the footwear business and has significant know how in all that is handcrafted and particularly Made in Italy, but at the same time cultivating an interest in new technology in the sector. The mother, Emanuela, is the ‘inspiration’ for the brand name; as a matter of fact, UASHMAMA is dedicated to the iconic Italian mother who washes, and who always takes care of her children. The project began when Emanuela started to sell the first paper bags in her shop, Le sorelle-UASHMAMA. Le sorelle (The sisters) are Chiara, Giulia, Gemma and Gaia, who are all involved in the family business with their parents, covering key roles in the business today.