Saturday, 11 April 2015

Special projects for the Expo

Need some fruits ?

Expo 2015 will open the gates May 1st. Will be a very exciting time for Milan and we don't want to waste the occasion to give the opportunity to our fans to buy our socks.

Our factory store will temporary move to Milan, visiting our friends at Villa Delmitia, high quality fashion's accessories artisans.
The location will be in Via Tortona 31, in the area of Porta Genova, close to the "Navigli" zone.

As the theme of the Expo is "feeding the planet", we will present our gift box "Fruits", filled with colorful linen+cotton socks.

Our team will personally be present in some occasions at the location, so you will have to opportunity to talk about socks directly with us.

See you in Milan !

Friday, 27 March 2015

A visit to Filmar

We often said on this blog how much is important a quality yarn in order to produce a quality sock.
we have years and years of close partnership with our suppliers. One of the most important is Filmar (
There is always something to learn and something to develop, so we pay them regular visits.

Filmar cotton
The technology behind their cotton is something really amazing and their quality controls are very strict.

Do you know why Filo di Scozia is the best cotton ? The cotton's staple is void inside, because the lymph is flowing inside it. The process of mercerization (the base of the Filo Scozia) is keeping this "channel" open, so the fiber is absorbing the sweat a lot more compared to the not-mercerized cotton.

This is only one of the thing you can learn visiting Filmar factory.

For more info visit
there are 130 people working there and they have one the best testing lab in Europe.

A lot more to come..

Friday, 6 March 2015

Winter 2015 Woman's collection

Best of the best for our Winter 2015 woman's collection. We selected the best silk, cashmere and cashmere and silk blends for our ladies !
Some lurex is giving a glittering touch to few styles.
After the Milan fashion week we can say without doubt that the trend for next Winter 15 will still be knee high socks in warm fibers, but this season there was a sexy touch too.
Our 100% organzino silk overknee and parigine were  on the best stages, for sure you can spot them looking at the pictures of #MFW Winter 2015.
Have a great week end !

Monday, 16 February 2015

Friday, 6 February 2015

Small retailers, big brands and factories

Since the end of last Century, we are facing a polarization of the market. The usual way Companies were distributing their products, completely changed.
The small shops, the soul of the commerce, are unfortunately slowly disappearing and with them is disappearing the knowledge of the product and the consultant's service they were giving.
Big groups have their mono brand shops, strictly following the product's and marketing's plans of the head offices, often supported by millions of euro invested in advertising campaigns and events.
In the middle you have the multi brand retailers, trying to select the best on the market and offering it to their customers, but often not able to financially support a right advertising and communication relationship with the consumers, and certainly not able to compete with the big brands in proposing events and promotions.
Finally Companies have more and more their outlets, their direct e commerce web sites and their direct sales events.
Final consumer has a wide selection of opportunities to buy a product and usually he is selecting the most convenient, the less expansive or the one with wider offer.
It is a kind of war between brands, retailers and factories to arrive first to the final consumers. Complicated by the fact that instead they actually should cooperate to reach the same target.
It is a love/hate relationship.
Keeping in mind that you can't stay on the market without advertising, the key point is to have enough profit to be able to invest in advertising. How can you do it ? The matter is quite simple : you have to increase the prices (if you have a brand strong enough to support higher prices) or you have to reduce the production cost (translated = lower quality). Somebody do both. Somebody try to keep or increase the quality and service and keep the prices linked to the real value for the quality. You can guess where we are..