For a few years, Matteo Gioli, Ilaria and Veronica Cornacchini, namely the SuperDuper Hats, have been one of the most popular presences in the Touch section at Pitti Uomo in Florence, and if we have witnessed a definite return of the hat to the man’s wardrobe (and more) in recent years, it is also down to their creations, which successfully blend the right retro vibes with completely contemporary ideas and fit, as well as careful and interesting research into forms and fabrics. The most recent edition of the Florentine fair was particularly special for them, as finalists in the ‘Who’s on next? Men’ competition, which they won in a draw with Casamadre, to the joy of the brand’s many fans. We met up with them for a better understanding of what ties them to Pitti and to know more about the new SuperDuper Hats designs.
How did Superduper Hats come about and why did you opt for accessories?
SuperDuper Hats happened in 2010 almost as a game. None of us had planned it. It all started with our curiosity for a wooden hat block found at a market and with a personal passion for this accessory.
A long period spent knocking on the doors of old artisans led us to where we are now.
The must have of the f/w 2013-14 collection?
The must-have of the f/w 2013-14 collection is definitely the mercurial hat, which is modular and completely transformable thanks to a zip.
Can you tell us about the s/s 2014 collection presented at Pitti? There are many directions, aren’t there?
The new men’s collection s/s 2014 takes inspiration from the hobo, the wanderer, a figure that represents travel, adventure and introspection. To narrate this subculture we opted for dirty colours and vintage boiled straw which is woven around strong, decisive shapes. The combination of now extremely rare raw materials and hammered fabrics creates a scenario where everything is idyllically balanced. Each hat gives and takes strength from another without ever losing its own identity.
Your ties with Pitti? How important is a fair like this? And your nicest memory of your participation in “Who’s on next?”?
Our ties with Pitti are undoubtedly very important. Pitti was the first fair to believe in us and give us a chance to present our first collection, offering us the opportunity to make contact with an International public. This year, Pitti has been even more special because we won “Who is on next?” together with Casamadre. It was really valuable for the development of our work to have the chance to test ourselves before such a prestigious panel of judges. The nicest memory of the competition by far was hugging each other when we found out we were the winners