The shops

“Fashion is created by the crazy and followed by the wise” (Proverb) (Coco Chanel)

The noblest craft activity

Love, talent and dedication are values shared by all Neapolitan tailors, since the tailoring trade is the noblest craft activity and it therefore requires total devotion and skills that can only be acquired through steadfast hard work.

Shops have always been at the origin of the actual sartorial craftsmanship. It is precisely in the shops that began the history of handmade Neapolitan tailoring. Young tailors spent their youth in the shops where they started their needlework and learned the trade from “masters”.

Their passion and dedication would turn them into well-known tailors, owners of tailor’s shops that have now become great fashion houses capable of spreading the made in Naples style worldwide.

The tailors of the Kings and noblemen

This was the case of Vincenzo Attinoni who opened his shop in the 30s of the 20th century and was dubbed “tailor of the Kings” since he made clothes for Victor Emmanuel III.

Eugenio Marinella too, opened his first shop in 1914 and specialized in the production of ties that are still today a symbol of Neapolitan elegance. Eddy Monetti started working at a hat shop during the so-called Belle Époque years and became famous after making clothes for Enrico Caruso, the popular Neapolitan tenor.

Rubinacci and Isaia started with shops selling precious cloths and kept on with their sartorial activity over the years, which won them international renown.

A real shrine to style

Neapolitan shops survived two foreign dominations, while Neapolitan tailors learned to please the whims of European courts and nobility, so that Neapolitan style became popular everywhere. Later on, in the 20th century, Neapolitan tailor’s shops became a real shrine to style, an inescapable destination for faithful pilgrims, great personalities of the political world and jet set society: George Bush, Eduardo de Filippo, Mikhail Gorbachev, Vittorio de Sica, Clarke Gable and Aristotle Onassis were among them.

Neapolitan tailors became allies, friends and confessors of great personalities and icons of style, being capable of capturing the customer’s taste, listening to his requests and suggesting him the best possible solution.

The highly sophisticated and comfortable customized suits that could be admired while watching unforgettable Italian movies, (such as the Gold of Naples where De Sica wore a famous jacket by Rubinacci) or during major diplomatic events (such as the G8 summit in Genoa where many senators wore ties signed by Angelo Fusco) were tailored in Neapolitan shops.

All these suits evoked elegance, style as well as comfort; they were made by skilful tailors without the support of machinery, with their usual everlasting passion, dedication and craftsmanship.