Anyone who knows me knows that there
are few things I love more than a scarf wrapped around my neck almost all year
long, anyplace I go, even to the supermarket. Of course, some of the most
treasured are those of tissue thin cashmere which happen to be the warmest as
well as the softest so it is no surprise that I shine the spotlight on AMA
PURE!
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Another reason for my attraction to
the brand is that I was a print designer for 7 years which was my first job in
the fashion business and have ever since been fascinated with patterns of every
kind. When the patternings appear on luxurious cashmere, suddenly all of my
senses are heightened in the best possible way and so once again the attraction
to AMA PURE seems to be a slam dunk and a natural connection.
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From a fashion standpoint I can
wholeheartedly say that Italians
understand the importance of accessories (part of their sprezzatura) almost as much as the French but it is the Italians
who especially understand the potency of the scarf on both men and women and that is a key factor
here as you will see in the images. The
gentleman in the images is Gian Marco Tavani (CEO)…. The son! And he makes
quite an impact by showing us that … “real men” do wear scarves…. so, to speak
and at the risk of being a bit cliché in my words.
The last of my blather is that these
scarves come at a price but there are few items in one’s wardrobe that will
never go out of style, have multiple uses and be can be worn in any number of
ways… timeless and classic regardless of the pattern. So enough of my words… here is Luciana Fazio
in her words speaking about her pride and joy….
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Can you give us a brief history about how
the company began and who is your target customer?
Luciana Fazio: AMA was a private label company when Rosa (my mother)
started working with textile machines at home in Carpi. I was 7 years old and I
was watching her and learning from her every day. When I was 18 years old I left Italy and I went studying
English in London for almost 2 years. When I came back the Italian handcraft
knitted industry was extremely requested and we produced for 20 years worldwide
important labels.
Once my son Gian Marco
Tavani joined the Family Business he was willing to create something unique
and pure qualitative products that he couldn’t find in fashion multi-brand
stores … as I worked all my life for big
quantities, he touched my feeling of quality in front of quantity . So we
created AMA PURE, a brand which creates with love and passion, a lot of
know-how, each piece made one by one and so extremely unique.
Our goal is create with
the top fibres of cashmere timeless accessories that everybody can understand
just from the first touch, but few of them can afford it.
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Can you describe the process from the time
you select a design to the finished product and how do you decide on each
pattern?
LF: The design comes from an inspiration or a desire I feel
needed, I always look for timeless design and my inspiration comes from nature,
animals, arts and travels.
I’m Italian and our brand
is a hand made in Italy product so I always try to add a touch of our Italian
exclusive tradition. A design could take some weeks and sometimes only few days
it depends … I like to leave them breathe and see how it evolves. Once the
design is finalised I start doing some trials and it could take several times
before the colours match perfectly my design. Let’s say from the creation to
the first prototype it takes a couple of months.
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Since the company began in Carpi and not
Milan, did you find it difficult to get your product into the market place? Who
are some of your accounts worldwide and do you sell direct to customer online?
LF: Our Company is based in Carpi (Modena), 160km from
Milan, because this city is the HUB of the knitwear manufacturer in Italy, and
here is where I was born. The most difficult thing
is not arrive in Milan but find the right market place there. At the moment we
have a temporary showroom in Paris during the fashion weeks (FOUR MARKETING) a
permanent showroom in Milan (VICE VERSA) and a permanent showroom in U.S.A.
(TRANSATLANTIC). Some of our Worldwide accounts are SAKS FIFTH
AVENUE, HARVEY NICHOLS UK, LANE CRAWFORD, RINASCENTE. From September 2020 we
will start seling directly some of our products on our new website (www.ama-pure.com) don’t hesitate to follow us on instagram (@ama_pure) in
order to be ready with our upcoming updates !
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If you could choose any collaboration who
or what would it be and why?
LF: We do collaboration with other brands , in general it
starts from a common idea seeing from two opposite point of view and in general
we realised it with our quality and they add their style or their fit to our
cashmere quality . We did collaboration or customisation with
stores too, like for example with one of our top store in Saint Barth (VOILA
SAINT BARTH), we like to create things together adding a Caribbean classy touch
to our Italian textile quality .
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Do you plan on expanding into other areas
and are you content staying within this particular category and why? Expansion
plans?
LF: We do actually have several products, ponchos, capes and
an entire home textile collection with duvets, plaids, slippers and travel
kits. We like to stay inside the top accessories department for the moment and
be known and appreciated from our customers for the quality of our hand made in
Italy products.We would to be known for the timeless touch of our products . We
like to be exclusive even in the distribution and do few type of products but
at the top quality worldwide level. Maybe one day, my son would like to expand
the category and create his first cashmere collection !
