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Viarani Cappelli in Torino is the oldest established hatter in the Piemonte region of North Italy, and has a history of hat selling and manufacture dating back over 100 years. Individual character and tradition join together at this hat shop (cappelleria) founded in Turin, and the leader in the Italian hat business now supplies every kind of hat from a Top Hat to a Panama to a Bower, across an international distribution network reaching New York, London, Paris, Milan and Rome. With over 100 years experience in the selection of top quality hats from manufacturers such as Borsalino, Lock, Stetson, Christy and Marzi, alongside a personal touch only achievable by a family run business; puts Viarani at the forefront of worldwide traditional hat supply.
Listed alongside Turins other historical establishments such as the Rovere in Via Lagrange, the Jolly Hotel Principi di Piemonte, and Anili in Piazza Castello in "Identità & Tradizione - Styles and Decor in Turin 1920-1970", the hat shop is included, and in the author Virginia Casalotto Cossus words; "shop owners have painted the portrait of fifty years of Turins life, relived through venues that purveyed entertainment and culture through great hotels and shops, a looking glass providing a glimpse into a world of artisans and craftsman". Viarani Cappelleria is also featured in the Citta di Torino Negozi e Locali Storici di Torino, and Le Botteghe a Torino, both written by Chiara Ronchetta.
The history of the establishment dates back to 1884, where great-grandfather Agostino Viarani specialised in the production of top hats, bowlers and mens felt hats at Via San Pio V. In 1918 the business was taken over by Agostinos son, Attilio. who with his daughter Elviras help, they continued to continue the tradition and hold high the hat firms prestige. In 1931, Viarani received "Official Purveyor to HRH the Duke of Aosta". In 1936, Elvira Viarani entrusted the architect and painter Luigi Talucchi with the decor of the shop, and one of his paintings can still be seen focally today. Following air bombings in 1942, the shop moved to its current city centre location at Corso Vittorio Emanuele II, 27, where it still holds Talucchis late Déco style.
In 1985 Elvira Viarani was succeeded by her daughter Anna Maria Carozzi, who has continued to sell the worlds most traditional hats and has introduced many new imported lines, leading the mens and ladies hat fashions. Alongside these lines otherwise unavailable on the market, Anna Maria continues to modify and personalise hats for the individual customers specifications, working alongside her daughter Laura. The hat shop has found its own niche in a field of endeavour, respected across Italy, Europe and America. The cappelleria is also the regions leading supplier of hats and uniforms to the Guardia di Finanza, the Carabinieri and the Polizia di State.
Corso Vittorio Emanuele, 27, Torino 10125, TO, Italy - MAP
.jpg "Olney, Green Cap, cm 62")
.jpg "Tesi, Velvet Hat, Brown, cm 59")
