Fifteen generations and almost four centuries is a long time to exist, let alone continuously operate. But Vitale Barberis Canonico (VBC) has been doing just that. Headquartered in Northern Italy, the world’s oldest woollen mill has kept its doors open through several wars and pandemics, and has built a reputation for quality and excellence. No wonder some of the biggest names in the fashion industry and beyond turn to it for fabrics.
Despite this, its innovative efforts have not been hindered by the weight of its legacy. For example, it partnered with another company to introduce an exoskeleton for its spinning employees. “We worked with an automotive company to implement this to help people with repetitive tasks. The exoskeleton eliminates pressure from their joints,” says Franco Brovelli, VBC’s export area manager in charge of South East Asia.
We ask him about the company’s secret sauce and its plans for the future during his recent trade visit to Singapore with Colony Clothing.
How has VBC remained relevant after more than three centuries?
The most relevant ingredients of our recipe are passion and inspiration for our work, respect for the long heritage we’ve built, and finally, constant innovation. Keeping up with menswear’s significant trends is imperative.
Tell me more about the sustainability initiatives VBC has instituted in the company. Is there one that resonates with you?
Even before sustainability became a trend, VBC has always taken care of its people, the indoor and outdoor environments, and our products. Our garden, for instance, has a purification system that purifies the wastewater produced by our processes. Twenty-eight percent is repurposed for production, and the rest is returned to nature. We are working to reuse 36 percent of the purified water this year.
Close-up of VBC's Wool
What are your favourite clothing icons from the VBC range?
Definitely the Spring 4-ply. It is the perfect combination of a classically elegant fabric with a performative vibe. In addition, it is wrinkle-free and breathable, making it ideal for travellers. Also, I like the audacity of our Rustic Tropical fabrics. Due to the use of sporty and springy 21 Micron wool, it has a disruptive identity.
What are your plans for Asia and South-east Asia?
In light of the competitive landscape, the region has performed satisfactorily. However, there is always room for improvement. In this regard, we want to amplify VBC’s visibility and brand awareness. We have a regular partnership with Colony Clothing, and we would like to create special projects with other important players in the region that share the same values of elegance, innovation, sustainability, and respect for heritage.
