Yarns of the highest quality, craftsmanship and excellent Italian manufacturing have always been at the core of Lana Gatto’s identity. The historical brand became extremely popular in the 1920s for its original color palette and care for detail – supported by a structured communication strategy carried out with innovative marketing operations, based on calendars designed by the best illustrators of the time and handed out to all customers.
The calendars’ imagery was certainly tied to tradition, but also reflected the quality, versatility and durability of the product. It contributed to making Lana Gatto one of the most beloved names on the market, as well as an iconic brand with a strong identity, closely associated with the high level of Made-in-Italy manufacturing that has always conveyed elegance and an ever-evolving interpretation of modern taste and trends.
Behind Lana Gatto you’ll find Tollegno 1900, a historical company in Italian yarns – the year in its name bearing testimony to the date it was founded, and to its enduring success. Its growth was boosted after the Second World War, when the entire country experienced accelerated technological progress and the textile field underwent radical renewal, especially in Biella’s area where Tollegno is based. Over the years, the company turned into a holding by incorporating other historical brands like Julipet and Ragno, under the guidance of Ermanno Germanetti since 1985 and then under his sons Lincoln, Clemente and Giovanni. The brand now strives to celebrate its heritage by enhancing its historical archive, highlighting the values of tradition and innovation at the base of its business success. That is why in 2010 Tollegno 1900 began to record its archive materials, which now represent one of the most extensive collections in the European textile field. So far, 20,000 “tirelle” have been digitalized, with textile samples from before 1900 to this day and one kilometer of documents. Thanks to this operation, the company is now ready to produce two thematic publications a year – the first one dedicated to Lana Gatto and the wonderful advertisement posters promoting the brand in the 1920s.