[Applause]
Good evening, good evening to everyone
[Applause]
when you called me, I’m not
He was a great student like many
they know why I got to look for the
dictionary holding of what it is
religious tradition innovation for which
reading the two definitions tradition is
the complex of memories and news
testimonies transmitted by one
generation to the next while innovation
the introduction of systems and criteria
new economics of you is to speak
of product innovation and innovation
of process for which I asked myself how
I will be able to communicate an innovation
that in a company that was born in 1865 is
succeeded are not about 152 years of
journey to arrive in space because
rests we supply fabrics to the nasa for
the astronauts of the missions of the
spaceship to the ss
it is a journey that I will tell you
today a journey that divided it into five
stages could actually be more
but I have only 18 minutes of time for which
should have heard her give it in five stages
it will be a journey that probably
appear quite strange a bit
disjointed one stage to the other but it is for
you will see that in the end we will tie everything
all this journey, these stages yes
they will tie with a thread
obviously of wool and it starts from
from this image this image is
the image of how the company was
governed until 1998 exactly 24
June of 1998
the new generation is invited to
enter the family bor into the council
administration of the
successor render for us was a
extremely important moment because
we actually came as I can say
invited to participate in the council in
which the company strategies were decided upon
For me it was a particular moment
extremely important I was so
excited that I was buying the dress
like when one goes the party dress
to introduce myself in this advice
administration
let’s enter an atmosphere as you can
imagine fairly formal reads
the budget report closed at
closure of the budget report yes
discuss two hours
of the grandmother’s garden with too
an intense and dialectic between brothers of
that council administration remembers
only that the tomatoes cost more
severe brought from the United States to
connecting rod rather than produced in the eight
my grandmother’s
and then one more has begun
reflection that I ask myself, but I am
within the administration of
important companies a company that was going
very well a company that was successful
I realized that the strategy and the
decisions are taken during the
patina were five brothers there is one
such confidence that it was necessary not
an important moment was needed for
to decide what the future was
company
the first reflection that came in
in our mind that my cousins
we would hardly have been able to
repeat this type of solution because
the confidence between different cousins because
the relationships are totally different but
especially because the world changes yes
evolves and this is the new council
administration of network success
it’s an instagram profile of ours
advisor is an image completely
different where there is more informality
within a moment, however, a lot
more formal before it was a very image
formal and we lived a cross
administration instead very informal
this is a board of directors
that is no longer an advice of course
preceded only by family members
but rather the members of the family are in
minority where there are people who are
loved by their expertise
there is the former marketing director of yoox there
a professor of mouthfuls
there is a manager a top manager of
microsoft italia that today director
sales of western europe
this is because today we are facing
of the challenges of incredible changes
we are living
changes related to digital
innovation related to intelligence
artificial to machine learning where the
skills can hardly be achieved
all these skills can be
find within a family
to think that a family has all
this knowledge is enough in the
presumptuous for which he has created one
different decision-making model has been created
a situation where interaction with
these people with these skills is
they mixed with what the only thing
that we consider important to transmit
between the past and the future that are i
values values
the only thing I think I learned in
all these years are things in the sun
foundation of a company those must
always stay simply adapted to
different situations
the second step of our journey of the
New Zeland
here we make another space jump
time we go in 1992 in 1992 my
my cousin father decided to buy one
farm and new zealand with a plan
strategic studied at a table
very long my father
call my uncle says there is a farm
that costs like an apartment to him
New York operates the 10,000-hectare farm
and buy me buy it now
facial cruises I’m farm in a
moment when our customers
tendentially less apologetic
our competitors tendentially
they opened shop
we have bought you shaper for years it is me
it seemed that the strategy was not
just the right one
but so much so that the trivial begins one
course of course we did not know
this type of business did not know that
what to mean meant to raise
sheep for which we are
simply
looked around we looked at those
that the sheep arrived had some
farms better than us and we have
started to get acquainted around and
so our neighbors then we are there
enlarged throughout the new zealand
after which we also moved in
australia trying to understand trying to
know what we did in
reality all of us all these years
these years we have collected data
we have collected with infinite data
breeders of farms that had i
Best over the farming methods
more sustainable and greener than those
that more qualitative and in fact we have
today a value that is important
especially in this period in ours
world so the fashion that the
traceability
second third step instead we skip 2002
in 2002
we young people
we were slow in our strength
we wanted to revolutionize the textile industry
we saw the possibilities of changing
to be able to say ours to give a little is
It was a while the period in which the
generations to a young generation
he feels he can give and say his e
obviously trying to say something
different than the previous one for
which a project is born of, we have from uncles
that the times were still managed
still they all the company the
previous generation let’s go to
propose a revolutionary project
dye all products and all
our fabrics with dyes come from
natural
we ask him to invest 250 thousand euros
to open a laboratory create a
abortive certainly is not a company
enter a chemical engineer and we leave
let’s start we start to contact
university we begin
to technical repeats or the normal of pisa
city studies at the university of bologna
we arrive at the mass of sassa universe
of sassari that seemed towards one
incredible knowledge of the curators
natural inform us that we are
absolutely behind that
that is the Sardinian reality that someone
he spoke of Sardinia actually
sardinia in front
see that here in Sardinia there is
an industry that has existed for years with
natural dyes also won a
European award was financed
from the European community charge all the
team on the plane go to sassari takes
the car is going from a country that I believe yes
call no more I come back
I do not remember clearly the midst of
sardinia arrive we find a shed
with tito raises car so
built by our neighbor
coach now therefore two kilometers
where we were is a new house of
mint
we are also the first people he had
had that maybe he had built the
villa with European dyes funds
natural nothing but we do not give up
let’s go back let’s start Germany
france we turn all over europe
in the end we do it at the end
we can find all the substances
to push all our products with
natural dyes and fails them the
project
because we forgot to keep
account of the impact it could have
have in industry and agriculture
with our project to put an end
to the fashion industry of
bender practically from two colors blue and
black blue we will do it with indigo
that we should have bought 70 for
one hundred of the world production of
indigo because the efficiency of the dye
natural is not that of the carer
chemical and for black it had been one
huge study we would have discussed
forest more deforested the forest
equatorial because they get it from the
patch of a tree in brazil for which
we thought he decided that the lodge
a film interpreted by di caprio che
told his story to those who
they destroyed the equatorial forest
imagine then when it fits the
muse and my father to tell him that the
episode expenses that were made now to
of Sardinia
he had thrown it he actually did
learned from this failure we have
learned that every innovation every
innovative process and must be
assessed for the impact it brings and
alice concealed another kind of approach
we have changed our approach
we did not give up, we only have
changed direction
we realized that a company like
that of today where well-being and the
worst enemy of sustainability
we should have worked to reduce the
our impact each of us and each of us
you in the hall wakes up in the morning and
it consumes more than it is
necessary consumption more water consumes more
energy with its more light just everything
clean the same industry the
same thing for which we started to
think about reducing our impact
environmental make a whole series
of initiatives do a whole series of
investments that we would need to
reduce this impact but not so much
because we thought it was right and
we would have liked to save the world because
we have come to terms with the experience
previous that when I think it will be the
world risk of destroying it
but because it is the question of
competitiveness because if tomorrow
earth does not increase its surface e
I do not think he is able to do it but
increases the number of population and of the
story as he told us first from
when he decides to take a steak
that then transform it what it wants
improve wants to live better and this
living better has an impact for which to
be competitive in the future must
be more sustainable because it means
that reduce the small waste reduces the
resources you need and then we are
went looking for what is today
very contemporary theme that the
sustainability
we are the only company with the
European certification that obliges the
companies reduce the impact every two
years
another we take the spacecraft another jump
space we have in 2008 before
of the crisis before the Lehman crisis
brothers
they call me from the shanghai office
we have a sunny shanghai office
women the right to reassure luisa me
they say look, there’s your old friend
which was studied at the connecting rod that works for
a customer that a business model
strange makes custom clothes online
I did one of those laughs too
to be affected today by these presumptuous ones
what do dresses online add up clothes on
online measurement , however, are not the girl
he was also very cute, called a ford
find it and see you say hello to it
I find myself talking with enthusiasm
this new business model must
invites to know its owner in
particular
the young boy of Malay origin e
kehl and I go meet him in this big one
stock in Shanghai empty completely
empty sees a guy approaching from
far obviously like a good one
Biella in the textile world of
judge as a dress for matching
I fi fi fi own screening I see it
friends of how he would have started them
shoulders are just about matching
another boy, all in all , of taste
as he approaches, I realize that
he had the dress made upside down
he took the fabric that he was
packaged to have emerged in a
certain way he confessed the wrong side
here from a points it is qualitative
absolutely absurd, that is, it was not
possible that this dress was
so packaged is how to predict not
I know a pizza and eat it backhand long
back-cooking does not make sense
films on this I do two hours with
I look at this, I tell myself, well after two
hours I understood that I did not understand
nothing because I had realized that a
40 years I had met a boy who
he was 20 28 so I was 12 years old
indifference but I looked at the future
with the eyes of my father and my uncle
they had 70 75 its true strength is
just that he did not understand anything for not
he understood nothing of fabric he did not understand
nothing about clothes because none of us
with the historian with the knowledge that
he had before
elsewhere I could never imagine doing
something like that
and then I realized that maybe
I would have to change the way you think
I should have looked at them or things in
different way with a little more
ignorance but not in the negative sense
of the word ignorance in the proper sense
of the dictionary that is better than the lords
certain things because they are otherwise not
do
I come home here I put the word
unconsciousness or in reality it was a little more
ignorance
in my opinion and we decide to find e
support two guys who had the
same features did not understand
nothing of cloth and clothes still
they are the same conditions and the reason
so it’s working but though
we also decide to look at ours
business model with different eyes and
we begin to ask ourselves the same questions that
are made up until yesterday but trying to
give a completely different answer
we wondered what we were who
we were what we could do
you have seen we are breeders
transformers we are wool experts
and as experts they thought of it
sell fabrics in a certain way but not
certainly a certain world and we decided to
say okay let’s try to put these down
characteristics of the wool of the
natural characteristics that are
breathable terror for mo regulator
elastic, in short, one is a fiber
the revolution project was born
what a new way to think about the fabric with
let’s say a single goal to think of a
fabric that gives a performance for which
today if you go to the market and ask
what a fabric must have
innovative must have traceability
because today everyone wants to know from
where the product arrives must be
sustainable must be performing must
have values under the company that the
produces and a bit of unconsciousness to be able to
imagine something different
today the possibility of fabrics
performance are endless we sell
marine clothing for boating
to the urban were to the helmets because the
frog’s fabric you must know that
absorbs bad smells in the world of
shoes to the mountain world but
especially at the nasa and here we are
in space we always remember here the
connection to the question I was in
done in his at the beginning than if you hold
always the tradition of the heart and open the
an innovation all of you can
wish to take a trip to the
future
thank you
[Applause]
Good evening, good evening to everyone
[Applause]
when you called me, I’m not
He was a great student like many
they know why I got to look for the
dictionary holding of what it is
religious tradition innovation for which
reading the two definitions tradition is
the complex of memories and news
testimonies transmitted by one
generation to the next while innovation
the introduction of systems and criteria
new economics of you is to speak
of product innovation and innovation
of process for which I asked myself how
I will be able to communicate an innovation
that in a company that was born in 1865 is
succeeded are not about 152 years of
journey to arrive in space because
rests we supply fabrics to the nasa for
the astronauts of the missions of the
spaceship to the ss
it is a journey that I will tell you
today a journey that divided it into five
stages could actually be more
but I have only 18 minutes of time for which
should have heard her give it in five stages
it will be a journey that probably
appear quite strange a bit
disjointed one stage to the other but it is for
you will see that in the end we will tie everything
all this journey, these stages yes
they will tie with a thread
obviously of wool and it starts from
from this image this image is
the image of how the company was
governed until 1998 exactly 24
June of 1998
the new generation is invited to
enter the family bor into the council
administration of the
successor render for us was a
extremely important moment because
we actually came as I can say
invited to participate in the council in
which the company strategies were decided upon
For me it was a particular moment
extremely important I was so
excited that I was buying the dress
like when one goes the party dress
to introduce myself in this advice
administration
let’s enter an atmosphere as you can
imagine fairly formal reads
the budget report closed at
closure of the budget report yes
discuss two hours
of the grandmother’s garden with too
an intense and dialectic between brothers of
that council administration remembers
only that the tomatoes cost more
severe brought from the United States to
connecting rod rather than produced in the eight
my grandmother’s
and then one more has begun
reflection that I ask myself, but I am
within the administration of
important companies a company that was going
very well a company that was successful
I realized that the strategy and the
decisions are taken during the
patina were five brothers there is one
such confidence that it was necessary not
an important moment was needed for
to decide what the future was
company
the first reflection that came in
in our mind that my cousins
we would hardly have been able to
repeat this type of solution because
the confidence between different cousins because
the relationships are totally different but
especially because the world changes yes
evolves and this is the new council
administration of network success
it’s an instagram profile of ours
advisor is an image completely
different where there is more informality
within a moment, however, a lot
more formal before it was a very image
formal and we lived a cross
administration instead very informal
this is a board of directors
that is no longer an advice of course
preceded only by family members
but rather the members of the family are in
minority where there are people who are
loved by their expertise
there is the former marketing director of yoox there
a professor of mouthfuls
there is a manager a top manager of
microsoft italia that today director
sales of western europe
this is because today we are facing
of the challenges of incredible changes
we are living
changes related to digital
innovation related to intelligence
artificial to machine learning where the
skills can hardly be achieved
all these skills can be
find within a family
to think that a family has all
this knowledge is enough in the
presumptuous for which he has created one
different decision-making model has been created
a situation where interaction with
these people with these skills is
they mixed with what the only thing
that we consider important to transmit
between the past and the future that are i
values values
the only thing I think I learned in
all these years are things in the sun
foundation of a company those must
always stay simply adapted to
different situations
the second step of our journey of the
New Zeland
here we make another space jump
time we go in 1992 in 1992 my
my cousin father decided to buy one
farm and new zealand with a plan
strategic studied at a table
very long my father
call my uncle says there is a farm
that costs like an apartment to him
New York operates the 10,000-hectare farm
and buy me buy it now
facial cruises I’m farm in a
moment when our customers
tendentially less apologetic
our competitors tendentially
they opened shop
we have bought you shaper for years it is me
it seemed that the strategy was not
just the right one
but so much so that the trivial begins one
course of course we did not know
this type of business did not know that
what to mean meant to raise
sheep for which we are
simply
looked around we looked at those
that the sheep arrived had some
farms better than us and we have
started to get acquainted around and
so our neighbors then we are there
enlarged throughout the new zealand
after which we also moved in
australia trying to understand trying to
know what we did in
reality all of us all these years
these years we have collected data
we have collected with infinite data
breeders of farms that had i
Best over the farming methods
more sustainable and greener than those
that more qualitative and in fact we have
today a value that is important
especially in this period in ours
world so the fashion that the
traceability
second third step instead we skip 2002
in 2002
we young people
we were slow in our strength
we wanted to revolutionize the textile industry
we saw the possibilities of changing
to be able to say ours to give a little is
It was a while the period in which the
generations to a young generation
he feels he can give and say his e
obviously trying to say something
different than the previous one for
which a project is born of, we have from uncles
that the times were still managed
still they all the company the
previous generation let’s go to
propose a revolutionary project
dye all products and all
our fabrics with dyes come from
natural
we ask him to invest 250 thousand euros
to open a laboratory create a
abortive certainly is not a company
enter a chemical engineer and we leave
let’s start we start to contact
university we begin
to technical repeats or the normal of pisa
city studies at the university of bologna
we arrive at the mass of sassa universe
of sassari that seemed towards one
incredible knowledge of the curators
natural inform us that we are
absolutely behind that
that is the Sardinian reality that someone
he spoke of Sardinia actually
sardinia in front
see that here in Sardinia there is
an industry that has existed for years with
natural dyes also won a
European award was financed
from the European community charge all the
team on the plane go to sassari takes
the car is going from a country that I believe yes
call no more I come back
I do not remember clearly the midst of
sardinia arrive we find a shed
with tito raises car so
built by our neighbor
coach now therefore two kilometers
where we were is a new house of
mint
we are also the first people he had
had that maybe he had built the
villa with European dyes funds
natural nothing but we do not give up
let’s go back let’s start Germany
france we turn all over europe
in the end we do it at the end
we can find all the substances
to push all our products with
natural dyes and fails them the
project
because we forgot to keep
account of the impact it could have
have in industry and agriculture
with our project to put an end
to the fashion industry of
bender practically from two colors blue and
black blue we will do it with indigo
that we should have bought 70 for
one hundred of the world production of
indigo because the efficiency of the dye
natural is not that of the carer
chemical and for black it had been one
huge study we would have discussed
forest more deforested the forest
equatorial because they get it from the
patch of a tree in brazil for which
we thought he decided that the lodge
a film interpreted by di caprio che
told his story to those who
they destroyed the equatorial forest
imagine then when it fits the
muse and my father to tell him that the
episode expenses that were made now to
of Sardinia
he had thrown it he actually did
learned from this failure we have
learned that every innovation every
innovative process and must be
assessed for the impact it brings and
alice concealed another kind of approach
we have changed our approach
we did not give up, we only have
changed direction
we realized that a company like
that of today where well-being and the
worst enemy of sustainability
we should have worked to reduce the
our impact each of us and each of us
you in the hall wakes up in the morning and
it consumes more than it is
necessary consumption more water consumes more
energy with its more light just everything
clean the same industry the
same thing for which we started to
think about reducing our impact
environmental make a whole series
of initiatives do a whole series of
investments that we would need to
reduce this impact but not so much
because we thought it was right and
we would have liked to save the world because
we have come to terms with the experience
previous that when I think it will be the
world risk of destroying it
but because it is the question of
competitiveness because if tomorrow
earth does not increase its surface e
I do not think he is able to do it but
increases the number of population and of the
story as he told us first from
when he decides to take a steak
that then transform it what it wants
improve wants to live better and this
living better has an impact for which to
be competitive in the future must
be more sustainable because it means
that reduce the small waste reduces the
resources you need and then we are
went looking for what is today
very contemporary theme that the
sustainability
we are the only company with the
European certification that obliges the
companies reduce the impact every two
years
another we take the spacecraft another jump
space we have in 2008 before
of the crisis before the Lehman crisis
brothers
they call me from the shanghai office
we have a sunny shanghai office
women the right to reassure luisa me
they say look, there’s your old friend
which was studied at the connecting rod that works for
a customer that a business model
strange makes custom clothes online
I did one of those laughs too
to be affected today by these presumptuous ones
what do dresses online add up clothes on
online measurement , however, are not the girl
he was also very cute, called a ford
find it and see you say hello to it
I find myself talking with enthusiasm
this new business model must
invites to know its owner in
particular
the young boy of Malay origin e
kehl and I go meet him in this big one
stock in Shanghai empty completely
empty sees a guy approaching from
far obviously like a good one
Biella in the textile world of
judge as a dress for matching
I fi fi fi own screening I see it
friends of how he would have started them
shoulders are just about matching
another boy, all in all , of taste
as he approaches, I realize that
he had the dress made upside down
he took the fabric that he was
packaged to have emerged in a
certain way he confessed the wrong side
here from a points it is qualitative
absolutely absurd, that is, it was not
possible that this dress was
so packaged is how to predict not
I know a pizza and eat it backhand long
back-cooking does not make sense
films on this I do two hours with
I look at this, I tell myself, well after two
hours I understood that I did not understand
nothing because I had realized that a
40 years I had met a boy who
he was 20 28 so I was 12 years old
indifference but I looked at the future
with the eyes of my father and my uncle
they had 70 75 its true strength is
just that he did not understand anything for not
he understood nothing of fabric he did not understand
nothing about clothes because none of us
with the historian with the knowledge that
he had before
elsewhere I could never imagine doing
something like that
and then I realized that maybe
I would have to change the way you think
I should have looked at them or things in
different way with a little more
ignorance but not in the negative sense
of the word ignorance in the proper sense
of the dictionary that is better than the lords
certain things because they are otherwise not
do
I come home here I put the word
unconsciousness or in reality it was a little more
ignorance
in my opinion and we decide to find e
support two guys who had the
same features did not understand
nothing of cloth and clothes still
they are the same conditions and the reason
so it’s working but though
we also decide to look at ours
business model with different eyes and
we begin to ask ourselves the same questions that
are made up until yesterday but trying to
give a completely different answer
we wondered what we were who
we were what we could do
you have seen we are breeders
transformers we are wool experts
and as experts they thought of it
sell fabrics in a certain way but not
certainly a certain world and we decided to
say okay let’s try to put these down
characteristics of the wool of the
natural characteristics that are
breathable terror for mo regulator
elastic, in short, one is a fiber
the revolution project was born
what a new way to think about the fabric with
let’s say a single goal to think of a
fabric that gives a performance for which
today if you go to the market and ask
what a fabric must have
innovative must have traceability
because today everyone wants to know from
where the product arrives must be
sustainable must be performing must
have values under the company that the
produces and a bit of unconsciousness to be able to
imagine something different
today the possibility of fabrics
performance are endless we sell
marine clothing for boating
to the urban were to the helmets because the
frog’s fabric you must know that
absorbs bad smells in the world of
shoes to the mountain world but
especially at the nasa and here we are
in space we always remember here the
connection to the question I was in
done in his at the beginning than if you hold
always the tradition of the heart and open the
an innovation all of you can
wish to take a trip to the
future
thank you
[Applause]
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