Boutique Doria 1905 – Doctor Grey and Lady Yellow

I colori saranno due, l’elegante “Ultimate Grey “e l’acceso giallo “ lluminating”, un connubio insolito e sofisticato che trasmette messaggi positivi anche se apparentemente opposti. La stabilità rassicurante del grigio, colore non colore che spesso sottolinea il rigore e la pulizia dei capi sartoriali si sposa all’energia vitale del giallo, simbolo della vitalità ritrovata.

Le vetrine della boutique dunque rispondono al richiamo delle novità e lo interpretano con la creazione di quinte che creano l’effetto “positivo negativo” giocando con il logo del brand, che anche nella sua veste ufficiale è giallo, anche se declinato in una nuance più calda e intensa.

In esposizione il modello DAMIEN, pensato per l’universo maschile, ma amato anche dalle donne, un nuovo volto per il cappello di feltro che diventa pieghevole grazie ad un inserto in morbido tweed donegal irlandese nei toni del nero saraceno. Pratico e raffinato si appiattisce per essere riposto comodamente in borsa o valigia. Allo stesso tempo una volta indossato prende proporzioni nuove e inaspoettate insieme ad una calzata perfetta, adattandosi ad ogni testa.

LEI&LUI prendono forma nei modelli DELAGE e TORPEDO: due cappelli drop in morbido feltro color verde brughiera. Il gioco dell’ala rende la testa drop femminile o maschile a seconda delle proporzioni e inclinazioni. La cinta e il bordo in velluto nei toni ottanio illuminano e mettono in risalto i toni azzurri e verdi della tinata del feltro.

Realizzati in feltro di lepre morbidissimo sono pratici e leggeri ma di informale eleganza.

Le prossime vetrine sveleranno la nuova collezione primaverile… stay tuned

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The brand Doria was founded by Sabino D’Oria in 1905, product of the precious work in a sartorial laboratory situated in the middle of the city of Maglie, in the heart of Salento. In 1937, after the entrance of Vittorio, the founder’s son, in the business, the small laboratory was transformed into a real company with business name, “Sabino D’Oria e Figli”. The business expanded quickly thanks to the clothing sales for children and the specialized production of hats, which was done according to the typical manufacture in the area. That made Maglie the center of the best district in the Italian industry of caps.

At the beginning of the 60s, the D’Oria’s family decided to invest in a new production plant for a whole female crew focused on handmade products and a total of 120 employees. The company was able to take this risk thanks to its ability to diversify its own line of products and services offered. It also added to the production of hats and caps, core business around which the whole labor circled, and to the clothing for children, different military pieces that helped to increase their annual income and the selling volumes.

The company soon became unique due to the continuous effort in producing its handmade high quality hats, with constant attention to the care of the details, the styles, and the trends of the moment. These distinct elements of the company allowed it and its brand to differentiate themselves and to create their own specific identity.

Over time, the toponym D’Oria became in the actual denomination “Doria”.

In 2012, the company launched a restyling project of the product and the brand, rebaptized as Doria 1905 in honor of its prestigious history.

The fundamental principle and interconnecting factor of the Doria 1905 collections was identified in the continuous research of a balanced synthesis between tradition and innovation. The company was looking for the consolidation of the study of the archives and the valorization of the sartorial work to be coordinated with the study of the most recent trends and the application of innovative production’s techniques.

It was about a project in constant evolution and improvement, whose hats are not simple headgears anymore, but precious accessories, products of passion, ability, effort, dedition, culture, and research.

After the premature death of the President and CEO Roberto Gallo in 2016, the family turned the rebirth of Doria into a true mission. The first son of Roberto Gallo, Alessandro, took the father’s inheritance and the control of the operative and strategic plans of the company, and he was also helped by his family for the administrative and financial matters.

Today the company has a staff made of a business department, a Style section, 30 specialized employees and a Lab. entirely dedicated to the prototype for the brand Doria 1905 and for private label clients.

The company vision is to guide the factory, the brand Doria 1905, and its values towards a journey of growth and affirmation in the international market, with the final goal of amplifying its own target looking towards new generations, to which it proposes headpieces that are more modern, trending and personalized accessories. The cultural references of the young individuals and the new icons are often characterized by original details, with distinct personalities. The Hat, by its nature extroverted and with a strong attitude to attire the attention and to add character to every person’s outfit, is surely an accessory on which people can count. It is for its strength and freedom to express one’s self through the hats that Doria 1905 believes in the collaboration of dressers and stylists of musical, television, theatral, and cinematographic productions that look for elements of diversity and peculiarity in the hats.

The Mission with which the direction proposes to reach its goal is represented by the continuous evolution of the product, accompanied by the optimization of the productive efficiency and the “omnichannel” sales effectiveness. To this goal, the management invests in the development and growth of its E-commerce and in a constant presence on its social media, considered today fundamental instruments to support the classic way to sell and to communicate the products offline.