Borsalino's New Head of Style Jacopo Politi on Reviving the Hat

Jacopo Politi, appointed Head of Style of Borsalino in November 2022, aims to revitalize the historic Italian hat brand by introducing color and contemporary shapes like the Bucket and Dario baseball cap. Founded in 1857 by Giuseppe Borsalino in Alessandria, the company grew from a small felt hat workshop into an industrial powerhouse, reaching cinema and high fashion through collaborations with Alain Delon, Federico Fellini, Krizia, and Versace. Politi, a 1978 graduate of Istituto Marangoni who previously created hats for Chanel, Louis Vuitton, and Fendi, emphasizes preserving the brand's artisanal heritage while making it more accessible to younger generations. The production process still relies on 19th-century machines and handcrafting, with over dozens of manual steps per hat. The original factory in Alessandria's city center has been converted into a museum celebrating the company's 166-year history. Politi describes his vision for Borsalino as "young, colorful, effervescent, and fashionable," focusing on reinterpreting tradition through color, abstraction, and technology. He believes the hat, once considered outdated, is now returning as an essential accessory, presenting both a responsibility and an opportunity.