Only in Italy, Only in Italy
Made in Italy is more than just a trademark. For most Italian fashion companies it’s a way of life and calling. Case in point: Herno, the outerwear manufacturer who is celebrating its 70th anniversary this year.
Everyone talks about China. Or better China ripping off European technology and then reproducing things with the same patent but only cheaper. It happens in the mobile phone world, with cars and of course also in the fashion world. One country has decided to tackle the problem not by complaining about Chinese copycats but by swearing by one motto: innovation, innovation across the nation. The backbone of the Italian fashion industry are factories and their owners who constantly develop new techniques and formulas to stay ahead. So far ahead that even the big French couture houses like Dior have their clothes made in Italy.
Only in Italy can you find success stories where former suppliers turn their brands into global success stories. Take Zegna, which used to only make fabrics for suitings. At some point the company decided to make their own designs and now it’s a leader in the men’s world with a business exceeding one billion dollars and the recent purchase of Thom Browne.
Another example: Herno founded in 1948 and erstwhile a maker of raincoats. Herno makes down filled jackets for the best in the French fashion world including the big H but always stayed mum about it. In comes the second generation led by Claudio Marenzi who has led the company into a sustainable growth and technology innovator not only manufacturing for the who is who in the fashion world but now also branding itself with conceptual ad campaigns and events during Milan fashion week.
On the occasion of its 70th anniversary, Herno is publishing a lavish book with our very own teNeues book publishing house. Founded in 1931 by Dr. Heinz teNeues in Krefeld, this is a third generation family firm, so it only makes sense the Herno tome is printed there. We love the Giovanni Gastel images in the book, an Italian fashion and still live photography legend who already worked with the late Gianni Versace. Herno chairman Claudio Marenzi is also the new president of Pitti Immagine in Florence and hosted a lavish dinner last June to celebrate the company’s big anniversary.