US | 26 February 2016

Italian Renaissance

Ralph Lauren Mag

  • Ralph Lauren
  • |
  • Renaissance – Good life

Ralph Lauren Mag print magazine and online that Ralph Lauren distributes to its many customers around the world. Takes advantage of important international journalists to tell companies that for quality and values are similar to Ralph Lauren brand.

An extract of the article edited by David Plaisant:

“Scatto Italiano is breathing new life into Italy's bicycle industry - by bringing back time - honored techniques.
Ralph Lauren's Spring 2016 Purple Label campaign is rich in old-world Italian imagery, but nothing gets at the heart of la dolce vita like the picture of Andrew Lauren, in an impeccably tailored brown pinstriped suit, riding a bicycle through Milan. Its frame is painted a deep shade of sapphire, with rich cream-colored accents, and its handlebars appear to be hewn not from steel or titanium, but from a single, elegantly curved piece of walnut. For designers Giuseppe Gurrado and Pietro Nicola Coletta, the bike is more than a prop. It's their attempt to resurrect an Italian national tradition.
From the Giro d'Italia race that annually snakes its way across the peninsula to Vittorio De Sica's indelible 1948 film The Bicycle Thief, velo-culture is ingrained in Italy like nowhere else. But more than anything, the country holds the crown for bicycle manufacturing. As recently as the mid-'90s, roughly half of the cycles used in the Tour de France were made in Italy. Today, as the country's top bicycle brands increasingly outsource production to cheaper regions to the east, that number has decreased considerably.
It's a challenge for an industry that is core to the Italian identity, but an opportunity for Scatto Italiano, the niche bicycle brand founded in 2012 by Gurrado and Coletta. Childhood friends from the town of Puglia, the duo are both 31 and obsessed with simplicity - though a “simple” bicycle requires nonetheless hours of careful forethought and customization. “With a new car nowadays, you expect to be able to configure exactly what product you want and with what specifications. We saw that the same approach did not exist for high-end cycles,” Gurrado recounts from the Scatto Italiano workshop in Milan's ever-evolving, postindustrial Ripamonti neighborhood.”

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