HATS, OR NEW CREATIVE CHALLENGES. INTERVIEW WITH FEDERICA MORETTI

There are brands that have made history in the production of hats, others are doing today, in a world that is hyper-competitive, complex and where it is extremely difficult to differentiate. As? Assuming that each new model is a challenge with its “I” creative. And that is what makes, since 2006, Federica Moretti‘s eponymous brand. In this interview, the designer tells every aspect of her brand: from the creation of a hat (all made in Italy) to the market approach.

Federica, how did your passion for hats start?

Passion is born surely because I loved this accessory and, equally, as a “game”. Hats are, for me, first of all, beautiful collectibles pieces.

Federicamoretti, your brand, is synonymous with creativity and made in Italy production. Concretely, what are the steps that lead to the realization of your hat?

The first prototype in most cases is realized by hand, then it is sent to the different laboratories where is the intermediate stage of “tuning” which anticipates that of the production.

How you can differentiate, collection after collection, in terms of the models to be realized?

There are models that are being carried out for several seasons: the “dress” changes, but remains unchanged. Most hats are always new challenges. To differentiate it is necessary to evolve, grow and renew yourself and the products while maintaining clear objectives and principles.

How is crucial the market when you create a collection?

Surely it is very important, even if my creativity does not just refer to this aspect. I can take into account the needs of customers and markets but mostly I try to communicate to them my vision. Those who follow me for a long time, most of the time, accept it and bet with me on it.

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