WHAT'S THE STORY
Sealup produces one hundred percent in Italy. The brand is regarded as a “hidden champion”: consistent, uncompromising, and clear.
SEALUP
FULLY MADE IN ITALY How many other Italian fashion companies can claim the same? How many really manufacture exclusively in Italy? Sealup, a jacket manufacturer from the Como province, is one of the few brands that still offers “Made in Italy” from A to Z. Text: Janaina Engelmann-Brothánek. Photos: Sealup
Founded in 1935, Sealup has been owned by the Chiesa family for more than 80 years. The label is currently managed by the third generation. The siblings Filippo and Cristina attach particular importance to the provenance of their jackets, which are manufactured by about 100 employees with great skill, a constant drive for innovation, and special attention to detail. Sealup proves that, even today, it is still possible to manufacture sophisticated pieces of the highest quality in Italy. The models “Amalfi”, a peacoat made of wool and cashmere, and “Naviglio Grande”, a classy raincoat, enjoy cult status. They were worn in the 1960s and 1970s by personalities 196
style in progress
such as Jackie Kennedy, and are perceived as the foundation of the brand’s triumph at home and abroad. The figures back this up: 50,000 jackets produced annually, 20 percent growth in 2019 alone, 350 active retailers worldwide, and, most recently, great success in new markets such as Japan and the US. We ask Filippo Chiesa about the secret formula: “Yesterday, it was tradition, service, and innovation. Today, it is innovation, service, and tradition.” THE MOST IMPORTANT RESOURCE
In this case, tradition means finding a solution for every problem together. The love for the company, founded by his grandparents and maintained by their children, stands above all. Tradition also means remaining true to the region and long-standing employees. The latter are integrated into the production processes. “They are our most important resource. ‘Made in Italy’ is only possible due to their expertise,” the owner argues. Service
is another cornerstone of Sealup. The Chiesa family places particular emphasis on the customer and thus offers the retail trade a range of NOS products. Such predictability is well received and effectively boosts sales. Last but not least, Sealup remains true to itself and continues to invest in innovation. As early as the 1960s, the label had a new corporate headquarters built by the famous architect Renato Bazzoni. A research centre was added in the 1990s, in which shapes and materials are still studied today. The brand even builds its own machines for production. This is also where the “termoadesivato”, a process in which the seams are 100% sealed without affecting the aesthetics of the product, stems from. The practical and the beautiful complement each other perfectly. We ask Filippo Chiesa whom exactly this appeals to: “Sealup customers are modern, but not fashion victims who chase fashion trends. They are style-conscious and are looking for quality, as well as a certain attention to detail.”
