Alex Firenze

Cappelli Alex, Tuscan artisanship and quality

Based in Campi Bisenzio (Florence), the company makes unique felt, fine straw, and new material hats

 A very long tradition, linked to the history of the straw hat district of Florence, combined with a constant attention to new trends. These are the secrets of the Cappelli Alex company’s success, based in Campi Bisenzio (Florence) and active since 1984 in the artisan production of blocked hats. Patrizia Alessi who runs the company together with her sister Tiziana explains the company’s history and new trends.

What are your special characteristics?

«We make unique models that are entirely ‘Made in Tuscany’ and are a mix of time-honoured handcrafting techniques and the use of noble, traditional, and innovative raw materials, with constant research into new techniques, and attention paid to contemporary fashion».

Your company has a long history. What has changed in recent years?

«The company began in Grandfather Benito's workshop and is now being run by the fourth generation. We have carried on through all the key steps in the hat history of Florence, with particular attention paid to the “format” in which we specialise. In so many years of activity, there have been many changes in fashions, customs, and company organisation, but we have always remained faithful to the “culture of Florentine artisanship”, while continuing to innovate. Even today, we still make unique, never standardised, hats. We also work for many well-known fashion brands, using felt, fine straw, and panama, but also innovative materials, always of high quality».

What is your market of reference?

«Since the pandemic broke out, we have been selling mainly in Italy, but we hope to be able to reactivate export channels soon. Before Covid, we had started to participate in many trade fairs, both in Italy and abroad: this activity was also necessarily interrupted due to the lock down of these events, but we hope to start again. Lastly, we are investing a great deal in online business, with the creation of our own e-shop».


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