“Manufacturing Renaissance” pop-up book

manufacturing-renaissance-caruso-pop-up-book-3

manufacturing-renaissance-caruso-pop-up-book-3

My new article for Cool Hunting

Once upon a time, there was young tailor who decided to move from Naples to Soragna, a small town in the north of Italy. Thanks to his skill and passion, the tailor’s little workshop grew and eventually became a factory capable of making beautiful suits for the country’s most elegant men. Caruso CEO, Umberto Angeloni, understands the story to be a real life fairytale, and has turned it into a pop-up book. “Manufacturing Renaissance” is a vibrant tome, conceived by Angeloni himself and curated by Sergio Colantuoni with illustrations by Evelina Floris.

The first portion of the book is dedicated to the beginning of Raffaele Caruso’s adventure. He left the sunny shores of the Naples in 1958 to open a small laboratory in the foggy flatland of northern Italy. Computers and fabrics explode from the pages of the book, reflecting the way Italian menswear is able to fine-tune itself with the latest technology. The Caruso Boys suddenly appear in the book as the true protagonists, and the leads in recent evolutions of the brand. The modern characters of this fairytale are a cosmopolitan melange of contemporary globetrotters that also appear in the latest Caruso advertising campaign.

The final chapter is dedicated to the brand’s new identity—recently becoming Fabbrica Sartoriale Italiana, a conglomerate of 14 manufacturing realities that consists of 600 people, able to produce more than 120,000 pieces of outerwear a year. The once small workshop with one master tailor and two assistants is now a bonafide global fashion force.

“Manufacturing Renaissance” is availably at the new Caruso flagship store in Milan, via Gesù 4.

 

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