Canali's 90 years at Milan Fashion Week

«There has always been an indissoluble bond between family and company, in which the sphere of values ​​of the former is profoundly reflected in the way the latter operates», thus begins the story Stefano Canali, managing director and nephew of the brothers Giovanni and Giacomo who Triuggio, in Brianza, started the business. It was 1934, ninety years ago. «Among my first memories are some Saturday afternoons, when we went to visit my father (Eugenio Canali, ed.), who was at work, busy developing the company; there was a drinks dispenser, those of the 70s with the coin, my prize as a child was a bottle of Coca Cola" , it was a way to already be in contact, participating like the whole family, "each with their own role", at a time when the company was growing a lot. «It grew following founding values, which are still valid today: respect for our collaborators and customers, through the quality of the product and the protection of our supply chain and the territory». And he adds another piece to the story, «Brianza families are characterized by concreteness, by having their feet firmly planted on the ground. Commit yourself, without getting too big, always trying to improve, and knowing that there is always an element of unpredictability in all things."

And during these ninety years this component has not been lacking, in three difficult moments, but harbingers of innovation. «With World War II the company was wiped out, as was its assets. The second generation, which also included my father, Giuseppe, Genesio and Eugenio, decided to focus everything on one product: the overcoat; in cotton but also in Lilion and Nylon, innovative fibers for the time, which made it waterproof. And it is a success, Canali becomes market leader. But at a certain point it goes out of fashion, we are at the end of the 60s, so the brothers decide to return to their origins, to the production of tailored men's clothing, with the idea of ​​high quality outerwear. And it's another success story." In the meantime, the third generation entered the company, five brothers with Stefano Canali, who arrived in 1998, and seven cousins. Our days are approaching, covid is arriving. «We had already developed a further evolutionary strategy relating to the product, the brand, the presence on the market, but everything stops, with the pandemic everything is frozen. Also in this case, as in the previous ones, planning comes in handy, the ability to carry forward ideas, principles, and also the support of assets that have been used carefully over the years. No less knowing how to deal with reality, to achieve results that appear difficult."

Post covid the plan to strengthen and elevate the brand begins, with new marketing strategies and campaigns that enhance the founding principles, a product offering that increasingly embodies Canali's concept of Italian Lifestyle, the high quality of the materials used, sartorial mastery and «a stylistic evolution consistent with the brand's identity». And again, a new communication platform, a new store concept that becomes a stage for the collections and a welcoming lounge for customers. We are at the celebrations. «In addition to the celebratory moments, from mid-June, in Milan, then NYC, Beijing and Mumbai, we will present a capsule collection, a synthetic but effective expression of our tailoring, which includes dresses, jackets, outwear… The identifying color is green, “Brianza ”, which contains a shade of gray associated with a symbol of Canali's past, the swan, a graceful and “waterproof” creature. There is, then, a union of our two iconic garments, thanks to technology, the raincoat is made with the fabric of the suit but with the "membrane" and acquires waterproof and windproof characteristics". Finally, the art exhibition with the collaboration of the young artists of NABA, the new academy of Fine Arts. Art which is also an integral part of the new Canali stores, the latest one in Via Verri in Milan. «The store remains a fundamental place for us, on all occasions where there is a product that has a story to tell, a product that needs to be touched, which needs to be explained by competent staff. And it is also a moment in which to bring the concept of Italian Lifestyle to life. We are a company that is proudly one hundred percent made in Italy. Forever".