Althea (altea) is a total fashion brand that specializes in simple but skillful use of materials and vivid colors. As the brand name suggests, the jackets and ties that are strong, beautiful, and comfortable fitting are a must-have. This time, we focus on ” Althea ” and introduce its charm and standard items!
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What is Altair?
Althea is a fashion brand originating from Milan, Italy, and has been in business since the end of the 19th century, originally from a private tie store; since 1946, the company has registered its current brand name as a trademark in honor of Greek mythology and a plant name. The Sartori family, the founding family, has continued the family business for more than 100 years without interruption, and from around the end of the 20th century, the company began to deal in total fashion, including jackets and coats. All materials such as silk, wool, cotton, and linen are carefully selected from the finest quality. The company has fans all over the world for its high quality products that make the most of the advantages of handmade products.
History of Altair
Althea started as a necktie specialty store
Altea was founded in 1892. The first store opened in Milan was initially a specialty necktie store. The founder was Giuseppe Sartori. His store was frequented by the latest fashion enthusiasts in Milan. It is said that the ties and neckwear produced by Mr. Sartori were all handmade, and their careful sewing was the attraction.
Giuseppe Sartori, founder of the company.
Family-run business gains solid popularity in Italy
Felice Sartori, the second generation head of the family, returned from the war in the 1920s and joined Covi & Bertoli, a well-known company at the time. After gaining experience as a salesman, he took over his father’s store, and in the 1930s, he began to pursue the highest quality in the materials used for his products. In the 1930s, he began to pursue the finest materials for his products, using the finest silks produced by the most renowned weavers in Milan to create neckwear with beautiful colors and unique designs.
The family business was passed down through the generations, and in the 1940s, Felici’s sons, Celeste and Giuseppe Jr. joined the business. In 1946, Mr. Ferricci and his sons officially established the company in Milan and published their first price list. They also decided to create a trademark that would symbolize their business: “great colors,” “beneficial effects,” and “never-ending growth. Thus was born the ” altea ” brand, named after the ever-growing plant.
Becoming an international brand with high quality items
Under the Felici Sartori regime, which lasted for 30 years, Altea continued to grow strong and vigorous, just as its brand name implied. Mr. Felici himself was in charge of the Italian domestic market, which at that time accounted for two-thirds of the brand’s sales. In 1973, a new headquarters was established in Via Bandello, and at the end of the 1980s, Celeste’s sons, Luca Sartori and Michele Sartori ( Michele Sartori joined Althea. Almost 30 years later, Althea continues to thrive in a highly competitive market. Today, Althea is a prestigious international brand with over 3,500 customers worldwide.
Celeste Sartori, longtime leader of Althea
The meaning behind the Altair brand name.
Altea is named after the “Althaea officinalis” plant. This perennial plant, also called Althaea officinalis, belongs to the Althaeaceae family and is the source of marshmallows. It is characterized by its pale pink blooms and is known for its strong vitality and tough branches. Furthermore, Althea is also a character from Greek mythology, whose word means ” healer. The brand’s items embody “strength,” “beauty,” and “healing,” and their comfortable fit is the best of both worlds. The comfortable fit of the brand’s items is the embodiment of “healing.
Technical expertise honed over more than a century of history! What is the charm behind Altair’s collection?
With its roots in a private tie store, Altea’s ties are of the highest quality. The beauty of the ties produced by carefully selected fabrics, cutting by skilled craftsmen, and sewing mainly by hand is unrivaled.
Manufacturers who excel at making neckties often produce high-quality scarves and scarves as well, and altea is no exception. The texture can only be achieved with high quality silk and wool, and the appearance is not only beautiful, but also supremely comfortable.
Since the latter half of the 20th century, Altea has made inroads into the apparel industry as a brand that handles all-purpose items. Their tailored jackets, coats, knit items, and many other items are a perfect example of the know-how that has been cultivated over their more than 100-year history.
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