This chronicle unveils the narrative of an Italian knitting atelier, originating in 1953 from the foresight of its progenitor, Giovanni, evolving into an esteemed establishment that traversed the ensuing decades, reverently upholding tradition and an ardent fondness for Italian elegance. Transport yourself to the early 1950s, a juncture where the post-World War II epoch signified a nascent economic renaissance for Italy. Within this era, the historical phenomenon christened the “economic miracle” unfurled its wings across the Italian landscape, and the emergent generations inhaled the essence of prosperity, gazing forward with sanguine prospects.
Giovanni, a lad hailing from Orvieto, embarked on a pilgrimage to Milan, in northern Italy, to undergo military training. There, he chanced upon the pioneering enclaves of knitwear laboratories and burgeoning entrepreneurial endeavours that dotted the northern urban landscape. Swiftly, he envisioned replicating a similar venture in Orvieto, a notion he embraced with his beloved who awaited his return. During this epoch, the Italian knitwear industry was just beginning to amass its inaugural triumphs, even as other nations had already cemented their standing. Notably, within the immediate post-war Italian milieu, domestic knitting prevailed as a frugal custom, a means of fiscal conservation. The women of Italian households expertly wove woollen sweaters, demonstrating their prowess, ingenuity, and dexterity. However, on an industrial scale, technological resurgence remained nascent; factories primarily operated manually-driven rectilinear contrivances, with a select few incorporating mechanized elements into their looms, though these remained labour-operated—a distant cry from fully automated apparatuses. The quintessential “mailleuse” contraptions held sway, while the “circular” machines remained a rarity.
The Italian knitwear sector was still sustained by the diligent output of “housewife” artisans across various regions. One illustrative case was the Carpi region in Modena, where the aftermath of the waning straw hat trade triggered a shift toward shirt manufacturing. The “Carpi phenomenon” radiated its influence throughout Emilia, Tuscany, Umbria, Veneto, Piedmont, and Lombardy.
From the clacking of knitting needles, the enterprise evolved towards the embrace of cotton looms, the advent of “circular” machinery, and an array of novel variants. Ad hoc workshops sprouted within domiciles’ rustic storehouses, repurposed dining chambers, barns, basements, and stables. Consequently, dedicated professional ateliers germinated, solely committed to knitwear production. Giovanni was profoundly moved by these burgeoning workshops in northern Italy, and his beloved greeted his insight with ardour. She promptly procured the initial knitting machine, mastering its operation with unswerving determination.
This splendid transregional partnership blossomed further upon Giovanni’s return from the north; together, they embarked on establishing a bona fide atelier, staffed by a cadre of ten permanent artisans, complemented by numerous auxiliary groups. Giovanni and Evisia eventually inaugurated their maiden retail establishments, christened under the name of Giovanni’s wife, who had been instrumental in nurturing their shared endeavour. In 1960, their family blossomed with the arrival of Massimo, the sole scion, who in adulthood seamlessly integrated into the enterprise, bolstering production efforts and inaugurating several supplementary retail outlets. The 1980s marked a zenith for the Italian apparel realm and fashion landscape, with the “Made in Italy” appellation scaling its apogee. The illustrious names of Italian designers resonated globally, inciting a collective fervour for Italy’s sartorial finesse. In this epoch, the Evisia brand, steeped in a quintessential 100% Italian fashion design ethos, attained momentous feats through its extensive constellation of proprietary boutiques and external agents.
In the 1990s, Catia, the spouse of Massimo, elected to join the family enterprise, infusing her ardour and devotion to solidify the brand’s stature. The ensuing decade introduced the family’s third generation. Foremost among them was Rebecca, the progeny of Massimo and Catia, who now steers the enterprise as its principal director, channelling her fervour for fashion and entrepreneurial acumen to steward this storied family enterprise. Presently, Evisia epitomizes the quintessence of “Made in Italy”: a vibrant tapestry of fashionable, both elemental and intricate garments that satiate diverse customer palates through their unwavering quality.
Edited by Silvia Catalucci
ECONOMYEvisiaFASHIONFinanceItalian BrandMade in ItalyWEALTH