Just by hearing the roaring of an Italian Sports Car you can instantly get in touch with a rooted passion for engines and competition, a true and fair competition without any reckless abandon, as you can tell by this quote attributed to Enzo Ferrari (his nickname was “Drake”), founder of the legendary Scuderia Ferrari and a true Italian genius:”I don't sell cars, I sell engines. The cars I throw in for free since something has to hold the engines in.”
Italian sports cars are surely fast and good looking. Look doesn't mean giving up by default comfort, because only if you feel good with your car and with your wearings will you be able to communicate who you are and what you want to represent. That's because fashion is essentially one of the most antique forms of communication in mankind history. You can get that, try imagining a caveman's “clothing” of the Stone Age. Now, tell me, what's on your mind? I know that, an animal hide! Actually, we don't know exactly what cavemen used to wear, but we intuitively get this sort of “automatic characterization” and inner communication potential of clothing itself.
Italians know how important it is to send a clear message out there, through fashion-designed dressing. You surely know the likes of Dolce&Gabbana, Roberto Cavalli, Giorgio Armani, Ermenegildo Zegna, Valentino or Prada. Billionaire Italian Fashion Brands acknowledged all over the globe for their tremendous income and for their ability to put on the market innovative, but traditional at the same time, elegance's masterpieces.
We can recognize them by their brands, but beside this, there's an historic sartorial heritage that has been passing on their skills to the next generation, constantly improving the overall quality of Italian manufacture. We can get how much important quality is, in current age of “cheaper than cheap” clothing market. Surely we can get a lot of different clothes made somewhere in Asia at the lowest market price but what about the working and life quality of Asians tailors? And what about the item intrinsic quality we're gonna purchase? A low price item is likely to have a low importance role in our lives; an item that we can just throw away whenever we want to (ultimately stuffing dumping grounds worldwide).
We have to regain a long term vision of Italian life in order to improve our lifestyle quality; we have to understand that quality means love, and what we really need is love.
~ Alberto Avattaneo
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