Fabbricatorino, Italian's craftmanship & its online transition

The brand FABBRICATORINO was born in the 20s as “Società Anonima Fabbrica Torino” and it specialized in the production of bakelite objects and components. The legend says it entered the fascinating world of glasses during the celebration party of Maserati Alfieri at the “Gran Premio Automibilistico d’Autunno” in Monza. On that occasion, the founders of Fabbricatorino offered to supply “competition glasses” to the pilots.

The innovation spirit, deeply embedded in the company’s DNA, pushed the brand to start experimenting with new materials during the 30s. Among those, there was acetate.

At the time acetate had been newly discovered by a Belgian chemist and was soon due to become the elective choice of the eyewear industry. Quickly following the growing success of PERSOL, Fabbricatorino started the production of glasses and sunglasses, this time not only for industrial and sports use, but for everyday life as well. The production of glasses started in 1937.

Handmade in Italy

Following the artisan tradition, Fabbricatorino’s frames are all handmade in Italy. They only select the best made in Italy acetate sheets to offer the very best quality. All of their glasses are only milled from full for the best technical performances.

The finish of the glasses is hand made by artisans who, with their expertise and passion, give each and every one of their pieces their unique appeal.

Hand polishing every frame is crucial to ensure the great look of each spectacle.

As tradition demands, the glasses’ sanding happens with 6 24h cycles in the Italian “buratto”. It is a particular type of tumbling machine filled with birch sticks saturated with essential oils. This process grants a gleam that lasts forever, as they claim. Each pair of glasses is then hand polished on the wheels to make sure every single detail is perfect.

Finally, all the glasses are assembled and adjusted by hand in order to assure maximum comfort.

A change of leadership and vision

The year 2017 has represented a big turn for the brand. Alessandro Monticone, a well know entrepreneur with a stellar career in the design and eyewear industry, decides to take over the company.

Fabbricatorino is to him a perfect mix of brand heritage and product quality, and furthermore offers many opportunities for innovation.

Alessandro Monticone working towards innovative methods.

From the very beginning, his mission was clear: to make the eyewear tradition meet the digital world. It started with the brand’s repositioning on the luxury market, a great investment in social media channels, and an expansion of the distribution network as well as executing the first tests on the international markets.

The Collection

The collection of Fabbricatorino is designed for individuals who want to stand out from the crowd and be noticed for their charisma and unique personality. It is characterized by great volumes exalted by the geometrical finishes created by the milling process, bright colors, and solid small parts. A product of other times evolved from modern lines, created to last over time. The collection has a price position medium-high and it is predominantly in acetate glasses but it can be found also in metal and combined.

A showroom in Northern Italy

Their collection can be found through optical stores. In may, 2018 Fabbricatorino introduced its first showroom in Turin, Via Lagrange 29. It’s located in one of the many ancient buildings of the city and keeps alive the link with the artisan spirit and its market placement. With its secret garden, it easily becomes the perfect location for classy events, offering the customers the chance to discover the products and fall in love with the Fabbricatorino world. The brand is considering the opening of other flagship stores together with local partners in the most important European cities.

Online presence, an Eyewear Platform

With the consumer’s comfort in mind, Fabbricatorino has developed a totally innovative business model that integrates wholesale with retail and online. It offers an omnichannel purchase experience, accessible at any time in any part of the world. They did not want to cut the supply chain, but to reorganize it with a distribution of the ethical value chain, for the benefit of all stakeholders, with a focus on the drive to shop. The platform replicates the experience that the consumer would have in an optical shop, from suggestions for choosing a frame to choose the best solutions for ophthalmic lenses.

The business model: try at home, buy online, pick up in-store.

3/4 view of one of the tortoise shell glasses. The acetate is still the elective choice of the eyewear industry.

The CEO’s vision was born as a creative laboratory, where experimentation and contamination are the fulcrum offering the know-how of the artisan tradition at the service of the contemporary and futuristic vision of young artists, designers, and stylists for the creation in co-branding of high-end products in limited series.

Collaborations with emerging brands & talents

The know-how on the design and artisan production of Fabbricatorino is not limited to only young artists, stylists, and designers but becomes the perfect partner for established brands that want to include glasses in their product range.

A clear example of a Fabbricatorino’s style. A subtle cat eye model.

Fabbricatorino aims to become a HUB for talented young designers and fashion brands who engage with the digital consumer and that deem the glasses an essential component of their outfits. Indeed, it allows designers to use its distribution network and online asset, in order to allow the design project to turn into a real and sustainable commercial opportunity. They can then design high quality, 100% made in Italy, eyewear spectacles that complement their outfits, and that also offers the distribution means to make their project successful.

Maison Margiela, one of the greatest French Maison of recent times that has made avant-garde its distinctive character on catwalks all over the world. E. Marinella, certainly the most famous brand in the world for its ties, synonymous with timeless elegance that has become a reference point for important personalities.

With over 30 years of experience in the world of fashion, the creativity of some of the most famous brands in the world such as Cavalli, Borbonese, La Perla, and Cruciani, successfully continues his personal line.

Written by T.B.