We  had the honor of interviewing Vincenzo Sansonne, Art Director of Giannetto Portofino. An important “Made in Italy” brand, the result of extensive research focused on high values like respect, authenticity and character.  All its collections emphasize tradition in a whole new light through innovation.

Who you are and what you do

I’m  Vincenzo Sansonne and I am the Art Director of Giannetto Portofino and I was almost literally born and raised “breathing” the air in the family business.

Ever since I was a child, I’ve always been in the company, in summer after school, spending my days in what I used to call ‘the workshop’; as a child my father used to take me with him to visit clients and then I insisted with my parents that I go to the various fabric exhibitions. In short, I can say that this job is in my blood, in my heart and head ever since.

In 2000, after graduating from high school, I enrolled in a postgraduate master’s degree in Marketing and Management and then in another one in Business Organization.

Then I started ‘from the bottom’ and more precisely from the cutting room to understand where everything comes from. I carried out various tasks in the production department and I can proudly say that I still do take care of them personally when necessary.

As the years went by, and also thanks to the help of my sister Stefania and her precious collaboration, we tried to put into practice the idea of transforming purely classic collections into more ‘informal’ ones without altering the essence and the ‘flavour’ given by my parents long experience and efforts  in search for quality.

What is the philosophy of your company?

I have been pursuing the philosophy as the cornerstone of our entire family: our commitment in creating high-end garments that are pleasant to wear.

Your main value is represented by Made in Italy: how much is it valued in the world?

Made in Italy is a very important value for fashion and much appreciated around the world. It represents an added value to our collections, although we recognize that it is not currently a fundamental element due to the unfortunate abuse of the “Made In Italy” trade mark.

Your payoff is gentleman tradition: your models are very young and your garments are fashionable and trendy. How do you manage to combine tradition, elegance and contemporaneity, while also appealing to young people?

The Giannetto Portofino man wants to express a concept of fashion that does not imprison man within a funnel system into which everyone flows. The Giannetto man is constantly looking for detail and flavor, there are no age limits to being a Gentleman age does define or limit a “Gentleman”. The message I would like to give is that dressing up does not mean covering up, you don’t have to conform and you can break some obsolete clichés.

The denim shirt: how did it become part of a man’s wardrobe?

The versatile fabric makes jeans always fashionable, even if they are not perfectly ironed, have a few smudges or are a bit ragged. It is always trendy: it can be used as a casual garment but at the same time as an elegant one; it is transversal, it can be customized with a series of treatments, to me it is by all men an iconic garment.

We have had the pleasure of reading many newspaper articles about you in the Japanese market. Would you like to tell us more about that, when did this start? And why is your product so popular in Asia?

We’ve been working in the Japanese market for over 10 years. Ever since I was a child, I’ve always been fascinated by Japan and “dreamed” of going there one day…..Then it all came about by chance, a meeting during a trade fair with some special people who I consider part of my family, a brief dialogue and I immediately felt that unique feeling.

With a lot of humility I have learned more about the Japanese reality, I have an infinite respect for Japanese culture and their people. The synergy created with our partner did the rest.

I think all these factors can be perceived in our output and the end consumer knows that by buying one of our clothes, he is buying a unique piece made with love and passion.

This is our added value…

Casual moment: you are the forerunners of a relaxed elegance… how did Portofino inspire you?

Portofino is a hope, it represents what I would like our brand to become, a place immersed in a unique, fascinating, elegant and luxurious setting, but above all meant for a selected audience.