Passion which is passed down from generation to generation, fine craftsmanship emphasized in the most minute details, and a successful partnership between expert hands and profound industrial know-how.
It is creativity applied to everyday life: a 100-year-old business whose story is one of passion for its meticulous work and respect for the splendor of its past. We were welcomed in by Toscanini, the Italian leader in the production of wooden hangers and hanging systems. Its headquarters in Borgosesia, in the heart of Valsesia, contains all of the secrets from its century-long past; and it was interesting to discover a story in which wood, design, and ancient artisanal techniques are deeply rooted in pure passion.
Photo taken from the book Toscanini, the art of hanging – courtesy ©Toscanini
Tradition, quality, and innovation are the pillars on which Toscanini’s knowhow rests. This can also be seen in how attached the company is to the territory, with whom it has always shared a tenacious and hardworking spirit. All you have to step onto the company’s premises to understand what this means: every nook is permeated by the family’s memory, and the company’s large archive of documents, memorabilia, objects, images, and sketches attests to forward-thinking and solid entrepreneurship which understood the value of “made in Italy” and the excellence of the surrounding community.
“It is a vocation for doing things well,” states the book Toscanini, the art of hanging, which was created by owners Giovanni and Federica Toscanini to celebrate the brand’s 100th anniversary. 100 years of passion for wood, including patents, experimentation, and revolutionary models. Take the new release from Toscanini: Marcello Supersottile, a one-of-a-kind and “slim” hanger made with beechwood in a single piece without joints. Thanks to its mere 8 mms of thickness and featherweight of 73 grams (in the version with flock on the shoulders), it is the ideal space-saving solution which completes the SuMisura™ collection, the company’s iconic line.
Between the first sawmill started by great-grandfather Giuseppe Toscanini and the current company specialized in the production of wooden and plexiglass hangers, there have been many projects, but sustainability has been a common thread throughout them all. Always important and never flaunted, care for the environment has been the brand’s genius loci since the Fifties, even before it became a contemporary concern.
Consider the timber the company chooses which comes from responsibly managed forests based on rigorous environmental, social, and economic standards and treated only with water- and natural-oil-based paints; or think about the production process which is founded on waste-free and every-saving systems. Uncoincidentally, Ernesto, Giovanni and Federica’s father, was an advocate in the Eighties for the recovery and recommissioning of the old Varallo hydroelectric plant and the factory in Isolella Sesia recovers wood scraps to fuel the heating system until today.
Ethical and creative design which has transformed the classic hanger from being a simple everyday object into a new designer hanger with a touch of style. Curved, square, round, upholstered, padded, colored, with hooks or clips, in many sizes and even made-to-measure and monogrammed, the Toscanini hanger is the perfect hanger for a lifestyle devoted to a functional aesthetic, both for one’s private wardrobe and luxury retail.
In the images, the latest novelty by Toscanini: the Marcello Supersottile coat stand.
