giorgio borrione
“To me, the fact that I live in the Valle Cervo, make hats,
and have a name whose initials are GB is no coincidence,
but, rather, a tangible sign of synchronicity!”
firma 1
BORRIONE, Italian Hatmakers

The bearing the words “A's tuca nen” (“don’t touch” in the Piedmontese dialect) was worn by Attilio Borrione (Giorgio’s father) since he was eighteen, in that same valley where Gio Batta Bonessio also lived. That hat saw, listened to, and lived Attilio’s same life. When it wasn’t on Attilio’s head, that hat was kept on top of a wardrobe and no-one was allowed to touch it, especially after Attilio went to war. It was a very special object, not barely a hat of the highest craftsmanship in the Valley, but much more, and the family considered it as an almost-sacred extension of its owner. In 1913 Attilio started producing machinery to manufacture hats and in 1953 his son Giorgio was born.

Giorgio Borrione, who as a child had seen those “A's tuca nen” words on the hat and had grown up amongst his dad’s machines, as an adult worked in the hat factory Cappellificio Cervo, covering managerial positions. In 2013, exactly one century after the establishment of his father’s business, he created the Borrione brand. As fate would have it, in the same valley and in the same room that once belonged to Gio Batta Bonessio, hats once again met with the initials “GB”.
Today, the dream nurtured by Giorgio, who in the meantime has become a father, has turned into reality, and now his three children Veronica, Attilio, and Benedetta are involved in this wonderful business too.

A Family Tradition

Masters in the Italian craft of hat-making for 3 generations

Veronica

Veronica

Attilio

Attilio

Benedetta

Benedetta

Giorgio

Giorgio

icona cappelli borrione

experience and organisation

Veronica

firma 2

She has worked in the hat-making industry for fifteen years, but whenever she can she goes riding her horse. Pragmatic and well-organised, she knows the products like the back of her hand.

Her eyes are well trained to notice even the tiniest imperfections in a hat, and her contribution always leads to some improvements.

She is the reference person for all customers and her professionalism instils great trust in people, to the extent she can afford to keep her slightly ‘untamed’ and elusive character. After all, just like all animal lovers, she really feels at ease only among animals, and just from them she has learnt to have a ‘no-frills’, essential communication style in her relationships, only using the amount of talking required. The result is that all customers truly feel they are in safe hands with her.

Widgetkit Popover Widget

THOR

Argentine mastiff, 50 kg

Inseparable companion

Hat

Model: Lord
Weight: 120 g
Made of: hare felt brim , smooth; vintage leather top.
Color: gray & black
Hatband: calf hair
Notes: an original composition, brave.
  • THOR

    Argentine mastiff, 50 kg

    Inseparable companion

  • Hat

    Model: Lord
    Weight: 120 g
    Made of: hare felt brim , smooth; vintage leather top.
    Color: gray & black
    Hatband: calf hair
    Notes: an original composition, brave.

Widgetkit Popover Widget

Hat

Model: Trilby big brim
Weight: 100 g
Made of: beaver, smooth
Color: cigar
Hatband: grosgrain with ribbon
  • Hat

    Model: Trilby big brim
    Weight: 100 g
    Made of: beaver, smooth
    Color: cigar
    Hatband: grosgrain with ribbon

icona borrione b

сreativity and ingenuity

Attilio

firma 3 b

He can be recognised by his dreamy attitude and spontaneous smile. In school, he was always the leader, thanks to his natural comical charisma - his unforgettable caricatures really left a mark. He was very determined in achieving his objectives, and after graduating in Political Science he immediately entered the labour market working as an intern at Benetton, in Treviso.

As is the case with all members in the Borrione family, hats have always been Attilio’s bread and butter, so once he finished his internship in Treviso he started producing private label hats and umbrellas in partnership with a friend.

In 2013 he finally chose to channel his energy into his family’s hat-making business. Attilio now works side by side with Giorgio, supervising every single manufacturing phase. His contribution is vital, especially from an organisational standpoint.

He is the one who converts his father’s ingenuity and creativity into balanced, practical processes, which follow specific procedures and implement well-calibrated time schedules.

icona cappelli borrione

A focus on new trends

Benedetta

firma 4

She is the youngest Borrione family member, but also the one who feels the call of the outside world the most. She is curious, always searching for new stimuli, and constantly ready to hit the road. After studying foreign languages at university, she spent several periods  in London to touch up her English.

A great lover of the fashion system, she keeps up to date on emerging  trendsetters, never forgetting, however, the key-role played by culture and cultivating her love for literature, which she also draws inspiration from to contribute to the family business.

She studies and experiments the use of social networks, as she is aware of their increasing ability to influence trends and generate consensus. When she joined the family business she was naturally drawn to, and ended up being responsible for, brand communication.

Widgetkit Popover Widget

Hat

Model: Matador
Weight: 200 g
Made of: abbit felt, smooth, stiff
Color: black
Hatband: grosgrain, h. 5 cm

PIMPA

Dachshund, 6 kg

Inseparable companion

  • Hat

    Model: Matador
    Weight: 200 g
    Made of: abbit felt, smooth, stiff
    Color: black
    Hatband: grosgrain, h. 5 cm
  • PIMPA

    Dachshund, 6 kg

    Inseparable companion