The mastermind behind the project was Max Huber (1919-1992), the art director of Studio Boggeri and one of the greatest graphic designers of the past century. But the spotlight was on headgear by Borsalino, the Alessandria clothing manufacturer famous for its felt fedora hats.
Huber was born in Switzerland but worked mostly in Italy, and Milan in particular; he was endowed with a multifaceted, creative talent that allowed him to excel in a variety of fields. He designed the successful corporate identity of La Rinascente (a chain of department stores in Milan), created historical advertising posters for the Monza Racetrack, was entrusted with the set up of important exhibitions for Eni and Rai, and carried out collaborations with publishers Feltrinelli and Istituto Geografico De Agostini.
It is impossible to sum up in a few words his extensive career: this series of advertisement posters for Borsalino hats are just a hint of his artistic genius.