An ingredient which is not so easy to find, especially in the world of fashion… “in Italian fashion one finds good quality in the production, in the communication. Made in Italy garments are recognised as world leaders and so have quality at a global level. As far as single products are concerned perhaps today many other countries can also create the same quality in materials and workmanship. What counts is to maintain the quality in Italian design, which has always been based on the work of Italian designers and the quality of Italian textiles. At the moment, many of the big names in clothing use foreign designers whilst our textile companies are threatened by countries such as China, India or Eastern Europe. What will make the difference will be the design or the communication”.

Interiors of the Zanone showroom in viale Elvezia, Milan

So what about naming some companies which come under the heading of quality design. In terms of design research at one time it was Cappellini. In fashion there are small companies which have a good quality product: many unfortunately don’t have the strength to put themselves forward, to communicate. In big names such as Prada, you find quality in certain product lines that the company boasts a certain tradition for (leather goods), but not for knitwear, that acquires quality because it is communicated well.

An emphasis research and experimentation leads to quality design… “It is very important to invest in technology. We have always done so. The latest we have developed (editors note: chosen by the Museum of Science and Technology in Milan and shown in an exhibition dedicated to the capacity for technological innovation of small and medium sized Italian companies) is Hi-Q (High Quality Cotton) on which we have worked for many years with the desire to produce a cotton for men and women which was fresh, light, could breath and withstand washing. We began working on the thread then we made the fabric in a laboratory, using special treatments”.

Woman sweater of the Fibre Tibet collection, 80% yak and 20% wool

“The thread is very important in our work. The design content then often takes account of what’s in fashion, in terms of colour and line…especially in the women’s collection: women need to be continually excited also because they are solicited more by advertising. In the menswear collection there is not such a need to change as often: starting with a particular product, it can be perfected over two or three seasons”.

Is it risky or difficult economically for a company to invest in technology?
“Only if you don’t know how to balance the ‘investments’ with other important factors: company organisation, control of production and distribution, communication. In other words: if you don’t know how to manage a project”.