MAGAZINE February 19th, 2021

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.  

Discover more about

GREVI →

OTHER ARTICLES

PELLICCERIA LAGORI Galleria&Friends
Discover more →

  Since 1944 the fur changes leather in respect of the animals and the fashions. From the time of the war the shop stands out for its handwork and respect for animals to offer quality and variety of products. Th...

See more →
SIMONA TAGLIAFERRI Interview
Discover more →

  The brand project was born in 2012: the goal was to create a collection that could enclose the values that distinguish the professional path of the creative Simona Tagliaferri. That tells of beauty, passion and de...

See more →
STEFANO MORTARI Interview
Discover more →

  Driving the brand forward is Stefano Mortari himself, as he explains in the interview that follows.  What is fashion to you? ...

See more →
MEHER KAKALIA Interview
Discover more →

  She lived in London for almost twenty years. After Brexit, Meher Kakalia moved to Berlin. A city less sophisticated than London but brewing with art and anything but provincial. There is a shopping street where Me...

See more →
ELL MILANO Interview
Discover more →

  Suppose there is one thing that profoundly defines ELL jewelry. In that case, it is the desire to experiment. "One day, we tried to melt some heads of Apollo and Zeus in bronze instead of the usual silver – says...

See more →
FRANCESCA BASSI Interview
Discover more →

  Francesca Bassi, a design company based in Como, is seeking to develop product research and packaging by means of an analysis of social media and European expansion.  ...

See more →
GAVAZZENI Interview
Discover more →

  How do you define your aesthetic? "Precisely because accessories are just accessories, we like those that can surprise. Each one h...

See more →
ALPO Interview
Discover more →

  Alpo, is a company from Como specialized in gloves production. The goal is to reach foreign Countries other than Japan. Currently working sustainable fabrics research and working with e-commerce platforms.  ...

See more →