Made in Italy is not just a branding label — it’s a value of belonging that all of us Italians should aspire to. It’s about us, our past, the heritage we must protect, and a legacy we need to nurture. It’s not only about producers or exports; it should also involve consumers, because it connects us all through a network of history, art, beauty, technology, and craftsmanship.
We have made the determined choice to produce in Italy because we believe in supporting these values. Ours is a bold decision: a brand like ours — innovative, sustainable, but still relatively unknown — faces higher costs and the challenge of making consumers truly understand the value behind our products. If we had focused solely on profitability, we would have taken the easier, more convenient path: outsourcing production to countries with significantly lower costs, because that’s what the market tends to demand.
While we understand and respect the financial constraints many consumers face due to low wages or economic pressures, we don’t think it’s right to accept that all craftsmanship, skill, and creativity should be lost. We like to believe that factories, workshops, and ateliers can once again become vibrant places of creation.
We invite consumers to make a conscious choice: just reading where a product is made is enough to understand the difference. Retail margins often push toward products where production costs are the least significant part of the price. We strive — and hope — for a business model where fair compensation exists throughout the supply chain, and where the true value of Italian manufacturing is seen as an investment by all — especially by consumers.
