Joe gave birth to Famolare shoes soon after the Summer of Love, which changed the way people viewed the world. No longer feeling part of the establishment, Joe's mission was to give women what they needed – great looking comfortable shoes to wear while they protested the Vietnam War, and pushed for Civil Rights and Gender Equality. He won the Ms. Liberty Award for his positive portrayal of women in advertising and supported feminist causes. His ads encouraged people to “Get Up” and get moving to make the world a better place. Compassion, justice, concern for the environment, fitness and wellbeing was and will continue to be at the heart of Famolare. A central element of the counterculture that evolved between 1969 and 1989, Famolare was and is about peace and love from sole to soul.