IF YOU WANT TO MAKE SOMETHING, MAKE IT WELL

It was the year 1973 when brothers giampaolo and alessandro valoti began producing shirts with the firm intention of making the finest quality shirt on the market. the seriana valley, the area they came from, has a time-honoured textile tradition and there are many industrial manufacturing companies from which to obtain fine fabrics and highly qualified labour. it all began in a small workshop at home, with workers dedicated to producing limited quantities but of the highest quality. the valoti brothers personally selected fabrics made from the best yarns and checked each one on delivery before authorising production, the same applied to the buttons and other details. the quality of their carefully crafted shirts and the workmanship of expert hands did not pass unnoticed. requests increased and in a short time the workshop needed to expand to satisfy customers. in 1980 production reached 1000 shirts per day, which were sold and distributed to the best stores in the world. in 1984 the business was transferred to a proper factory and the number of carefully selected and trained employees and skilled professionals – the key to quality production – was increased. the valoti brothers wished to remain faithful to their passion for quality and workmanship and decided to create their own brand for which they could even control distribution. sonrisa was born, the shirt brand that combines craft traditions and sartorial workmanship with production experience and stylistic awareness of fashion trends. the production – strictly italian – is 350 garments a day, all skilfully made and much appreciated by a particularly discerning market.
the v & v group, in the meantime, welcomed three new partners – luigi, monica and luca valoti – who have taken over from their respective fathers and steered the company in new directions, confident of the support of their wise parents who are still active within the company. their market savvy has led to the development of new brands, highly specialised in shirts, offered at different price points. a “textbook” generational handover: faith in the young and capitalisation of experience