This difficulty, together with a great deal of study and research into the workmanship, meant that the Florentine brand worked hard to build its own production that became one of its strong points. The materials that SUPERDUPER was able to find for the production of their hats were initially either too industrial or too artisanal. Also, finding the materials was another big challenge." Matteo Gioli - Founder SUPERDUPER We felt almost as if we were doing a jigsaw puzzle. After years of industrialisation, many of the manufacturing steps had been lost, so it was very difficult to reconstruct the whole process, the real workmanship. At the time there was little to no knowledge of this craft, which had been lost since the 1950s-60s onwards. Then it also became a necessity because we could hardly find what we wanted in terms of quality and design." Matteo Gioli - Founder SUPERDUPERįate or determination put professionals in their path, such as an old milliner, who helped them rebuild a lost tradition and a profession that was quite forgotten: that of the hatter. It was natural to start asking ourselves how they were made, and what were the craftsmen and materials behind those items and the idea of making our own was exciting. We have always had a passion for hats and have always worn them. For the past thirteen years, they have been making hats that resemble works of art in Florence 'like they used to be' and shipping them all over the world.įrom searching for a unique style to teaching a lost craftįounded in Florence in 2010 by musician Matteo Gioli and designer Veronica Cornacchini, SUPERDUPER was born as a game in the kitchen of their home, later to become their first workshop. SUPERDUPER also has important collaborations in the fashion world like the one with the Art Comes First collective, and many other brands like Stella Jean, Avec Ces Frères, The Kooples, Vivetta, Camo, Lotho Eyewear, and Norwegian Rain. This is the story of SUPERDUPER, the Tuscan brand that made its mark with Vogue Italia and the legendary Franca Sozzani, loved by many of the coolest artists on the planet from Patti Smith to Lorenzo Jovanotti and Ben Harper, just to name a few. SUPERDUPER, the name itself says it all, makes beautiful, unique, hand-crafted hats, loved from Japan to the United States, and (of course) through every corner of Europe. To do so, it has brought back to life abandoned traditions and challenged trends, as well as fashions to create something unique and timeless. There is a Florentine brand that has made this truth their mantra. Imperfections are what make every style unique.
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