Brekka grows with 'Made in Italy' hats

The growth of Italian hat specialist Brekka is something of a paradox. "2016 will be one of the best years since our brand was created," said Fabio Maraccani, Marketing and Commercial Director of the Milanese label. "Our 'Made in Italy' line allows us to break into new markets. But the 'Made in Italy' claim has no value at all in our own country."

Brekka was founded in 1988 and comes from an Alpine background. It has chosen to develop an Italian-style, more fashionable line, a positioning which allows the label to feature at the Galeries Lafayette department store in France. Brekka's range of men's and boys' hats is currently available in the majority of department stores.

The Milan-based brand's Italian design has in fact attracted a host of new clients in major export markets, such as the USA, Canada and Japan, as well as a store chain in Russia.

Besides the hat line, Brekka intends to diversify the range, and its design teams are busy developing apparel items, from parkas to down jackets.

The brand did not disclose its revenue but claims 2,000 clients in Europe, 900 of them in Italy and 250 in France, where it is distributed by Trident. Brekka will exhibit at the Sport Achat trade show in Lyon, France, on 12th and 13th September.