Loft1 is an Italian brand, produced in Italy by people from Bologna. A brand that embodies characteristics such as determination, boldness and personality. We asked the founder Vittorio Pedri a few questions. 

When was Loft1 founded? 

Loft1 is an Italian brand founded in 2012, which produces clothing and accessories for men. We are all from Bologna and want to bring forward our bolognese traditions. Our characteristic is that we want to bring something different, to convey new emotions and sensations. Our customers are very important to us and above all they are not numbers, but people. Taking care of details and conveying emotions with our products, for us means just this: giving importance to people.

So a great attention to the people also in the company?

That is exactly our company’s belief. We focus on values and we consider ourselves a family. We work and collaborate as a family. This has always been one of our strengths. We are young men who,from their passion, have created their own story and their own way of life.

What has this pandemic meant to you?

The pandemic has sped everything up and moved things forward, I would say almost by 5 or maybe 10 years. We had to restructure the company, enter forcefully into the world of digital, which has also meant changing the way we sell. Getting into the online world we have literally entered people’s homes. It hasn’t been an easy process, but we are succeeding and we will do great things. 

Has it been important to focus on online sales? 

Online was fundamental, because at a certain point there was a real interruption in the relationship with customers, with the people with whom you had daily contact. It was a complex transition, we had to almost overturn some consolidated business processes. 

What is your target market? 

Before the pandemic, our market was exclusively Italian. Clearly, with the online sales, the market has potentially become worldwide; there are no boundaries in the web. In this area, the pandemic has positively accelerated processes that were already strong abroad, while in Italy were still a bit weak. 

You talked about bolognese traditions, are you also counting on Made in Italy?

For us, Made in Italy makes the difference, it means quality and style. Thanks to a careful selection of Italian suppliers we always want to ensure a 100% Made in Italy. That’s why we don’t want to talk about fast fashion but about Pronto Moda, because we want to give quality, image and the right feelings. Therefore, without taking anything away from those who make fast fashion, we are convinced that too much speed has a negative effect on the quality of the product. 

Future goals? 

We started with a great spirit of innovation and rebellion – we wanted to bring something different and our customers are appreciating it.

Now looking to the future we want to continue to grow, expanding into foreign markets and we want to consolidate and stabilize our company.

What advice would you give to those who work in the fashion world?

It’s difficult to give advice, because everyone has their own reality. What I would say is to continue along the road with the usual great enthusiasm, which this last period has taken away from us. It is important, however, to travel the road together, networking.