Crafted from the sea – a conversation with Pretziada

Close your eyes and imagine what a Sardinian shepherd’s knife looks like.

In the most vivid details possible, conceptualize the object’s every inch. How long is the blade? What wood is the handle made from? Is it light or heavy? An endless array of figurative contraptions may have zoomed through your brain waves, but unless you’ve been to the island or have some advanced Indiana Jones-esque knowledge of Italian anthropology, your idea probably lacks pinpoint accuracy. 

Perhaps the more prominent question at hand is, what is Sardinia? A quick internet search reveals the surface level details - location, size, demographics - but the island remains a mysterious dot in the Mediterranean to most. However, every secret has its gatekeepers, and Sardinia remains quite fortunate to have some caring guardians invested in its well being. Helmed by the creative duo of Kyre Chenven and Ivano Atzori, Pretziada exists to educate, nurture and sustain. The endeavor could be defined by an endless array of terms, but an interdisciplinary creative practice mixed with cultural preservation and promotion gets somewhat close to encapsulating it.

It’s not cliche like a “fashion brand” or as simple as an “art project.” Kyre and Ivano run an unapologetically driven company that’s wholly devoted to uplifting the place they call home. With a dual mission of preserving traditional Sardinian craftsmanship and adding a contemporary touch to the island’s creations, they’re broadcasting the land for the entire globe to experience, and it’s absolutely fantastic. Their work feels like a direct injection of genuine passion and empathy that most projects will never have. 

So, what does Pretziada do? One of its core functions can essentially be described as time travel. The duo possess a deep understanding of historical Sardinian crafts and tools that lends itself to nonstop observations and the recreation of centuries-old pieces like vases and carpets. From exploring nearby farm sheds to family-owned workshops, their curiosity leads them down a rabbit hole of traditional objects that turn into modern projects. By uncovering these things, Pretziada is really more reminiscent of an archaeological dig than a standard company.  

Each object contains a history lesson that serves far beyond its inherent use. Take the Pretziada boot as a shining testament to that truth. From its roots in modest agricultural work to being shown at international design conferences, the boot embodies a significant depth of Sardinian history in Vachetta leather and calf-skin lining.

But, this isn’t some type of homage given without the proper respects. Kyre and Ivano work hand-in-hand with local craftsmen to create these masterpieces. People with family history tied directly to a specific craft for untold generations are given an opportunity for international exposure and recognition that would have been near impossible otherwise.

There’s no faking it here. You could easily take a photo of a Sardinian town square, place it on a t-shirt and sell your “Sardinian-inspired” collection - but that’s really just a cheap, gross appropriation. The duo are living, working and fully immersing themselves in this country. Not as a brand, but as agents of change advocating for real working-class people that the global economy showed no real interest in. (No one else is documenting olive farms.) 

These items are quite literally transporting these tightly held stories and ideas across the world. Vases that look like they fell out of a 1500s fresco now appear on the mantles of Park Avenue apartments 500 years later and 4,000 miles away. Pretziada allows people to own something that seems so magically distant and excitedly foreign. 

Pretziada - All the Stories

Pretziada is an interdisciplinary project combining the worlds of design, craftsmanship, tourism and journalism....

Pretziada also firmly believes in it’s duty to contribute and make its own offerings to the land. Kyre and Ivano have unquestionable respect and admiration for the island’s artistic history, but don’t believe it needs to stay strictly imprisoned to confine established generations ago. 

International artists are invited to stay with them on the island and engage in Sardinia’s culture. Whether collaborating with native craftspeople or working on independent projects, these artists complete work that is undeniably Sardinian to an extent. The best part: everyone wins and it’s all a natural byproduct of Pretziada’s affection for preservation and propulsion. These projects and artistic collaborations force people to look at the island and acknowledge the needle is moving forward. 

Everything about Pretzaida really is special. It’s honest, inspiring work that gets you quickly excited about this peculiar little Italian island and its hidden treasures. Advocating for an entire territory is a massive undertaking, but clearly Kyre and Ivano’s efforts work on all fronts - and it’s undeniably entertaining. Regardless of where you are on the globe, you should be paying attention. 

We had the joy of talking with Kyre and Ivano to learn more about Pretziada’s mission. 

Was the concept behind Pretziada already established to a certain extent before the move to Sardinia? 

Kyre Chenven: “Yes and no. We spent time here before moving and noticed this incredible heritage that nobody really knew about outside of the island. We wanted to work with artisans and tell people about Sardinia’s culture, but I also think things have developed more since we got here. The artisans weren’t exactly in the situation we thought they would be.”

Ivano Atzori: “The first thing we noticed was the possible extinction of craftsmanship in Sardinia because the new generations are not actually continuing that narration from their workshop families. Craftsmanship here was really stuck in the cage of tradition, and we felt the necessity to see more contemporary language next to it. Nothing is crystallized from our point of view. Everyone that has passed through the island added something, and we feel that Pretziada is the next group to do so.”

There’s obviously a lot of research and thought placed into every item Pretziada creates. How do you decide which objects from Sardinia’s past you want to revisit? 

Kyre: “We look for what's missing on the island, and what historical items are no longer being made well. Most of the time it really comes from trying to bring something back to life. But, it’s also about the personality and speciality of the person we’re working with. The creatives we’re with are making a sort of offering to the island, and they’re really creating something that will go down in history as being Sardinian.”

Ivano: “Design here is so tied to the agricultural world - it all comes from tools being used in the countryside to survive. The choice we made to live in a rural area gives us so many opportunities because you see designs everywhere. Every house or farm you go to, you see an object that can be developed into something contemporary. It doesn’t necessarily have the same function as the original tool, but you can add new life to it.”

How is the style of Sardinia’s crafts different from other areas? What makes them so unique to the island? 

Kyre: “It’s very clear that Sardinia has influences from across the world including North Africa, the Middle East, Spain and Greece. But, it's different because a lot of those traditions have been maintained. In Sardinia, they do things that don’t make sense to a capitalist, western way of thinking.” 

Ivano: “Remember that we’re talking about an island. Although it now seems very close to the continent, it used to be extremely far away. It wasn't a destination for anybody except anthropologists because nothing had changed for centuries. So, you’re able to find things here that you wouldn’t be able to in other areas.”

Is it interesting to think that without Pretziada, some of these objects would never be seen by a larger audience outside of Sardinia? 

Ivano:  “Design is just a vehicle to actually talk about something else - heritage, life, geography history. We always felt the necessity to work on some sort of social project, but we didn’t have the education to help people that way. With our experience in aesthetics, we can use our taste, network and skills to do something for a territory. Everything started from that necessity. Design can do that, and we love it.”

What’s the experience like working with local craftsmen? 

Kyre: “One of the things we believe is that true wealth is being able to know people from all walks of life. So, one of the great parts about Pretziada is we’re now able to put these people in contact with others who really appreciate the work. For these craftsmen it’s just normal to them that their families have been doing this for five generations. There’s a lot of mythology around artisans, but these are working people who have extraordinary specialties. We obviously find it really fascinating, but for them it’s everyday.” 

Ivano: “When we go to these workshops, we open up some memories that can be associated with bitterness, fear and shame. Pretziada actually has the responsibility to talk about where these tools and objects come from originally because there is huge potential behind that storytelling. So, it’s an interesting experience. I’m sending this beautiful vase to New York, but at the same time I’m dealing with people who used it as a fundamental tool.” 

How has the Sardinian community responded to Pretziada’s work? 

Ivano: “To be honest, there is a generation that doesn’t quite get what we’re doing. Our generation is moving too fast, and our language isn’t necessarily understandable for them. But, I think the community appreciates us because we actually live here. It’s not some type of art residency. They recognize what it took from our side to come here and work with the community.” 

Pretziada doesn’t strictly focus on physical objects. You tell various stories related to Sardinia. Why is it important to keep an equal focus on this aspect as well?  

Kyre: “We realize that almost no one has heard of Sardinia outside of Italy. For us, storytelling is really important because we can’t sell objects related to the island’s heritage unless we educate people about what it is.” 

Ivano: “We felt that creating a sort of fascination with our territory could also help promote our collections. We love the storytelling aspect. Kyre loves to write, and I love to take pictures. So we decided to invest heavily in the storytelling aspect for the first year while we built the e-commerce part. I think it was the right choice because people can see these stories and then want to support us because we’re sharing something. The objects are related to the stories.”

As Pretziada continues to bring more attention to the island, do you view yourselves as spokespeople? Do you feel any type of obligation now to bring awareness to these objects and stories?

Kyre: “We take it super seriously. We feel a huge responsibility to the people and the families that depend on us economically to keep their businesses going. We work quite hard on being adequate spokespeople and doing things that can make a huge difference on the island itself.”

Kyre and Ivano, thanks for your time and sharing your home with the globe! 

About The Author

Max Theriot is a writer currently based out of New Orleans, Louisiana. From sandals to seafood, he wants to know about it if it’s good.