FASHTALKS WITH ATHISON

What is one thing you look for when interviewing a potential candidate for your company?

I look for two things: flexibility and curiosity.

What is your earliest design memory for your brand?

I remember the many working hours spent creating our very first collection.

What sets your brand apart from the rest?  

Athison collections have a very strong connection with the territory where it was born. A territory which the company respects by adopting rigid eco-sustainable production solutions for years to come.

"I would like Athison to be recognized for high-quality, because behind our quality, there is the deep expertise and hard work of many people."

What is the most important thing you would like your brand to be recognized for?

I would like Athison to be recognized for high-quality, because behind our quality, there is the deep expertise and hard work of many people.   

Where do you find inspiration?

Inspiration comes mostly from our regional territory. The shapes of the bags and their names come from the mountains that surround the valley where the factory has been built.

Do you have a favorite piece that you have designed? 

Cistella is our iconic piece. Its design is clean, feminine and sophisticated without forgetting the functionality of the bag. We designed 3 different Cistella styles appealing to different consumers. The first one is very exclusive with braided handles, leather woven with copper and precious golden metal details. The second one is a more dynamic version, with smooth handles, a shoulder strap and nickel metal details. The third is a very light version, where woven wool has been used instead of leather

What do you envision for the future of your brand?

In the times we are experiencing, it is extremely difficult to make plans. On the other hand, we must remain positive and confident that a very high-quality product like ours will obtain due recognition from the most demanding consumers. 

How important is social media to your brand?

Social media is the new way of communication; however, we are at a point where media overexposure has run out of time. Especially for an exclusive product like Athison’s, social media communication should be carefully used. 

How has the fashion industry changed since Athison first started out?

The most astonishing change is that in the last few years, most of the fashion factories in Italy lost control of production, relocating main production activities abroad. However, Athison goes against this trend as 100% of the production is in-house.

What were some hurdles you had to overcome in your business?

Launching a new leather goods brand requires expertise and capital to invest in both communication and in the product. But perhaps the biggest hurdle in this period is the lack of willingness of many retailers to risk proposing new things, preferring to flatten the offer on established brands.

What is the one piece of advice you would give to a new designer?

Confront the market and consumers. This pandemic period will lead to a rediscovery of concrete things, so a greater adherence to the reality of the consumer will be necessary. In addition, becoming knowledgeable in all the steps of the production process could be very useful. 

"We are always trying to improve our products while always respecting the DNA of the brand."

What can consumers expect to see next from your brand?

New shapes of backpacks and tote bags are being studied that will not disappoint our most demanding consumer. We are always trying to improve our products while always respecting the DNA of the brand. 

How did your brand navigate and overcome the pandemic in 2020?

Resilience is the answer, adapt to the events of today. We updated our existing clients about all the new projects through video calls and utilized the internet as an essential tool for market research. We were able to virtually introduce our collections to potential clients in areas such as China, where the pandemic seems less chaotic than in Europe.