The ‘Made in Italy’ certification is among the most important national endowments, having brought our products to excellence in the international markets. With the economy’s globalisation this value has been strongly transformed; if not adeuately regulated, such changes risk to harm the whole national economy whose strength has been based upn the value and appreciation of the ‘product of Italy’. Many sectors, from shoes to textile, from food to design, are experiencing this problem.

In the textile creation and production the crisis can be mainly referred to two factors: first, import from Asia (specifically from China) have exponentially grown since December 2007, risking to weaken the market. Then, the Italian companies, often successful griffes, found it convenient to shift from producers to importers of completed items, using pattern books purchesed in Italy and replicated abroad, almost always in the far-east, with extremely competitive prices.

Which values raised the Italian production to excel in the world? Made in Italy is famous because it is mainly associated with accuracy in the choice of materials, with project quality and product crafting. Only handicraft producers still active in Italy can consistently adopt the Made in Italy brand.

Handicraft Haute Couture is a secular valuable Italian tradition. Textile, leather and shoe manufactures is a sector whose quality level is so high that all the world is envious about it. Cinema, performing arts, sport stars internationally renowned address our artisans to make their passions and caprices come true. Ties, shirts, knitwear, outfits, shoes and accessories of every kind: there is no product that our artisans are not able to realise with a historical ability.

A handicraft can be realised according to a specific taste, choosing fabric, design, models, applying the initials or other personalisation elements. These still are the real values safeguarded by Made in Italy. Despite all the open discussione it must be defenced and protected from any forms of compromise. Beyond the commercial and economic value of the sector the most important value to be safeguarded is cultural. In such a way we protect our Italian identity.

Damiano Presta