The Crush paper is a unique, innovative and eco-friendly concept of sustainability ideated by the Italian paper-factory Favini.
It is made out of organic residues from nuts and fruits thus replacing the use of pulp tree and helping against the deplation of our forests and the arising problems of CO2 emissions.
The whole production takes place in the Rossano Veneto plant near Venice (Favini has also processed algae from the Venetian lagoon to produce one of its products!) and Crush is protected by European patent.
The new Stylenda’s package, giving a real taste of handmade Made in Italy even before opening the wrapping.
We love our country and territory and care for preserving it. This is why Stylenda uses exclusively eco-friendly organic paper for its packaging!
In the picture: Stylenda.com, online store.
E-commerce is the new frontier of fashion shopping. Over 65% of people make their purchases on the internet, and at 85% have tried at least once.
Generally, buying online is perceived by consumers as a faster, easier and often cheaper solution than the traditional “rush to the departmentstore” way.
No need to get your car out (especially when it’s raining outside….), no crowds of people pouring in the shops during the sales and no pressure from the shopassistants.
Ultimately, more choice and possibility to research the products and compare prices. These are just some of the reasons for the incredible growth of online retail over the past years.
For example, where else if not online could you find 100% certified made in italy apparel without going all the way to Italy?
From tradition, with love.
The latest Stylenda’s eyewear collection, made by the expert hands of the Cadorean artisans.
On top: prototypes of the very glasses made in 1970s by Angelo Frescura, founder of the eyewear industry of the Cadore area.
Below: inscription on Frescura’s grave, testifying to the importance of his life and work in the establishment of the reputation of the Cadore’s production worldwide.
"Long-sighted, intelligent and skilled pioneer of the eyewear industry, which has bestowed such great honours to the Cadore area"
Auronzo di Cadore, a beautiful mountain village on the Dolomites, is one of the most prosperous locations for the Italian eyewear industry since mid-19th century.
It was 1965 when Luciano Benetton created his first collection of sweaters to retail to local stores of the Veneto region.
Now the Benetton Group accounts for 5.000 shops in 120 countries around the world.
It’s an inspiring story of entrepreneurship which has relied for its success on the combination between good old family-related values and a visionary approach to business.
Mantaining an ethical attitude, remaining focused on quality and buidling solid consumer trust have been some central principles to the strategy of Luciano and his heir, Alessandro.
Benetton’s has had a key role in the leading the reputation of Made in Italy brands on an international scale and out of the fragmented reality of the Italian clothing industry of the post-war era. Now it represent an example for both Italian family firms and worldwide macro businesses.
In addition to the bright colours, cotton and wool fabrics and manifest efforts to preserve itself as a traditional family firm, the character of its marketing campaigns is another memorable element of the Benetton Group.
Here’s the link to the Benetton’s latest campaing which I find most successful in portraying the identity of the company and its development.
After entrusting for years the brand image of the company to the faces of its models, Benetton now tells of itself through the biographies of its talents; and comes alive in the stories of its people.
An example of spezzatura coming from the new Stylenda’s polo collection.
The art of Spezzatura is a characteristic trait of Italian style,
a common definition for it originating from Baldassarre Castiglione’s The Book of the Courtier goes like:
“a certain nonchalance, so as to conceal all art and make whatever one does or say appear to be without effort and almost without any thought about it”
It identifies that studied carelessness which allows Italian fashion to be inventive, expressive, at times audacious, without though breaking the fundamental and timeless rules of style: fit, cut and colour.