It’s a warm yet windy summer day. You feel a melting melancholy as you watch the sun slowly disappearing behind the horizon. A strip of clouds extends softly over Florence. The warm, tangerine sky exalts the beauty of the brick plated roofs that extend in front of you. It’s a magical, timeless moment that you want to remember for the years to come, and yet you are paralyzed. Unable to reach for your camera, too immersed to even remember about your smartphone. You have been captured by the beauty of a masterpiece built hundreds of years ago, and for the first time you realize that maybe, just maybe, there may be some truth to what people say.
The secret sauce of Made in Italy garments may be embedded in how people do things in the Peninsula. A mystic skill that can’t be explained, a skill that took ages to develop, and it’s constantly nurtured through dedication, passion and creativity.
Great stories aside, why do we care about “Made in Italy”?
Technically speaking, the label “Made in Italy” was born in 1990. Practically speaking, Italians have been known for their fashion skills for quite some time. The concept first started to solidify during the 60’s and 70’s, when countries like France and Germany forced Italian manufactures to state the country of origin on their items. This way, governments could remind consumers that their purchase was not supporting the local fashion industry.
The story goes even further in time.
Italy was always involved in the production of high-quality, rare to find items that could satisfy the needs of international customers. Whether we are talking about ancient Roman Pottery, 14th century Italian silk, or bespoke shoes from Naples, the boot-shaped country has often distinguished itself as an industry leader.
Today, the label “Made in Italy” represents a promise to the customers. A promise of quality, a promise of durability, and most of all, a promise of fashion, style and fit.
Of course, empty words mean little or nothing to consumers, and that is when the law comes into place. Strict regulations safeguarding consumers, and guaranteeing the truthfulness of the information provided are set directly by the European Union and the Italian government. The penalty? Up to 20 thousand euros in fines, and 2 years in jail!
History, quality, style, fit, and a government backed guarantee. What else?
Attention to details and intriguing story-telling.
There is something incredibly beautiful about things that everyone notices, but only a few can point out. The detailed stitching of a suit pocket, a slightly different lapel size, and maybe even your initials on a shirt’s cuffs. Italians are known for leaving quite signature touches when doing things. So much that we had to make a quick and dirty guide explaining some of the hidden features that people will notice on a Benici suit.
Attention to details is not the only thing that will make you stand out. Made in Italy custom garments are a universal, yet unique statement. Universal, because they are widely recognized by connoisseurs and fashion enthusiasts around the World. Unique, because you are finally free to choose. Fast-fashion, standardized mass-produced items will leave place to suits and shirts that are yours, and uniquely yours.
Detailed, Universal and Unique, the perfect characters for a memorable story.
The next time someone asks you: “Where did you buy your suit?”. Simply pause, unbutton your blazer, offer to feel the quality of your wool, and finally proclaim: “Benici, my very own personal tailor”. After all, people love memorable first-impressions.
“Benici, bringing made in Italy right to your doorstep”