n this episode of The Trades Show, host Briana Ottoboni sits down with Frank Beneduci, American bootmaker and founder of Beneduci Shoe Design & Instruction, inside his San Francisco workshop.

Their conversation traces Frank’s journey from growing up in Brockton, Massachusetts — once the shoemaking capital of America — to leaving a successful career in advertising to carry forward his family’s legacy in footwear. He shares what makes a truly good shoe, why leather only gets better with time, and how modern technology could shape the future of American shoemaking.

Frank also reflects on the challenges of reviving a fading trade, the lessons learned from the “school of hard knocks,” and what it means to start fresh with a new chapter in his business.

Whether you’re a shoemaker, leatherworker, or simply someone who values the craft of well-made goods, this episode offers insight into the artistry, grit, and innovation behind a pair of boots built to last.

In this episode, you’ll hear:

• Frank’s early memories of growing up in a shoemaking town
• Why the American shoe industry declined — and what it would take to revive it
• The difference between leather and synthetic shoes (and why it matters for longevity)
• How automation and CAD could shape the future of shoemaking
• Lessons from running a factory, starting over, and staying true to the craft

🥾 Where to find Frank Beneduci:

Website: https://www.beneduci.com/

Instagram: https://www.instagram.com/beneducishoes/

🛠️ Where to find The Trades Show:

Follow on Instagram: @tradesshow

Follow on TikTok: @tradesshow

Subscribe on YouTube: @tradesshow

Subscribe to Trade Secrets on Substack: revivethetrades.substack.com

Visit the website: www.revivethetrades.com

🎙️Credits:

Guest – Frank Beneduci, Bootmaker of Beneduci Shoe Design & Instruction

Host & Creator – Briana Ottoboni

Production – Fractal Studio (fractalstudio.work)

Creative Direction, Filming & Editing – Briana Ottoboni

Original Theme Music – Federico Wanzo, Skane Music

📺 In this episode

00:00 The Vision to Reinvigorate American Shoemaking00:27 Introduction to The Trades Show01:22 Meet Frank Beneduci: American Boot Maker04:22 The Decline of the American Shoe Industry09:51 Reviving Shoemaking Through Automation11:36 The Art and Physicality of Shoemaking15:56 The Quality of American vs. European Leather17:54 Learning the Craft in Italy19:45 The School of Hard Knocks20:20 Learning in LA22:53 Starting My Own Factory23:05 Challenges and Setbacks23:48 A New Beginning24:32 Crafting High-Quality Shoes27:20 Simplifying the Process29:14 The Importance of Leather31:01 Breaking in Shoes33:43 Advice for Aspiring Shoemakers37:14 The Next Evolution of Beneduci39:08 Conclusion and Final Thoughts