GREVI Interview

 

Grevi has a long story, which has seen the evolution of society and culture, when and how was the company born?

Grevi was born in 1875 by Attilio Grevi, who started his business producing straw hats. The target market was America, but the company also exported to the colonies and European capitals. After the crisis of 1929 dealt a heavy blow to exports, the company turned to the domestic market where millinery hats, an indispensable fashion accessory for elegant women, were in great demand. This was the main activity for several decades, carried out with great skill and creativity by Attilio's son Silvano and his wife Ada, a modern and imaginative woman who was responsible for creating our collections for 50 years. In the 60s and 70s, fashion underwent a radical change and we tackled these years by discovering new interesting lines of production, launching the Tuscan lamb hat all over the world, and proposing colourful hats for the summer made of braids that were no longer handmade. These hats opened up new stimuli for creativity and were very successful, thanks also to the use made of them by divas such as Sophia Loren, Claudia Cardinale and Brigitte Bardot. During the economic boom years, we reached the peak of our industrial experience in terms of size. The hat shops were joined by the departments of European and international department stores, and we continued to collaborate with designers: from Florentines to the big international labels of the day, such as Gucci, Ferragamo, YSL, Dior and Courreges. With the passing of time our hats have arrived all over the world.

How has your work evolved and who runs the company today?

Today we make hats in all materials for men, women and children. We are three partners (brothers): Giuseppe is the Sales Director, Silvana the Production Director and Roberta the Creative Director.

Where and how are your hats made?

All in our factory in Signa in the province of Florence. The production phases take place in our production unit, from sewing to shaping, from finishing to trimming, following procedures perfected over time. Manual techniques and the use of specific machinery make the product exclusive in terms of quality, fit, colouring and decoration.

Your work is known and appreciated both in Italy and abroad, and there are many collaborations with the world of cinema. Which films have Grevi's hats appeared in?

We have been collaborating with film and television productions for a long time. We worked with Maestro Franco Zeffirelli on 'UN TE CON MUSSOLINI' and 'CALLAS FOREVER' and established a good working relationship and friendship with him.
Our hats have also appeared in the American films 'PRETTY WOMAN', 'AMICHE NEMICHE', 'GEORGIA RULES', 'LETTERS TO JULIET' and 'UNDER THE TUSCAN SUN'.

What are you going to show at this edition of White?

A democratic collection for all occasions and for all women. For the ceremony or for going to work in the rain, to stand out with elegance, femininity and a bit of irony.  

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