A history of initiative, endeavour and enterprise
1915 -¬†ITALY DECLARES WAR ON AUSTRIA
1916 -¬†THE ORIGINS
Due to Abramo Vitale's¬†decision¬†to¬†marry¬†Antonia¬†Cesarina¬†Mariani,¬†a¬†Catholic woman, he was obliged¬†by his¬†Jewish father,¬†Davide¬†Vitale,¬†to¬†choose¬†between¬†his¬†family run company and his wife. Hence, he accepted his portion of patrimony and, along with Guglielmo Marengo and Ettore Gaetano Donn, on 12th¬†November 1916, he set up the company named Societ√† Anonima¬†"Calzificio¬†Torinese.¬†Thanks to the machinery¬†for¬†cotton¬†weaving,¬†given by¬†customers¬†as a sort of¬†debt repayment,¬†the company¬†started their production of¬†socks¬†using¬†the¬†facilities of their own farmhouse.
1917 - CALZIFICIO TORINESE IS BORN
"1st¬†January 1917¬†start¬†the activities of 'Calzificio¬†Torinese' ¬†founded with the object of¬†the¬†manufacture and sale of socks, costituted 12th November¬†1916,¬†in the presence of the¬†notary public.¬†The¬†capital¬†is¬†set¬†at¬†lire¬†400 thousand¬†divided¬†into¬†4000¬†shares¬†of¬†lire¬†100¬†each¬†to the¬†bearer".¬†(Company establishment act¬†No.¬†1371, registered¬†19th December 1916¬†at¬†the office of the clerk of¬†Turin court).
1939 - THE SECOND WORLD WAR BREAKS OUT
Government supply increases and knitwear is added to the production of socks. For the first time the products bear the trademark.
1943 -¬†BOMBING RAZES CALZIFICIO TORINESE TO THE GROUND
The Allies Forces bomb the factory, considered a legitimate target because it supplies the Italian army.
1951- THE REBIRTH
The new Calzificio Torinese head office is inaugurated, still active today. With the collapse of military orders, the company turns to the convenience goods market.
1955 -THE COMPANY EXPANDS
Following the¬†merger¬†with¬†the¬†Manifattura Tessuti Maglierie¬†SpA, whose¬†chairmanis¬†David¬†Vitale,¬†Calzificio Torinese¬†changes its name to "Maglificio¬†CalzificioTorinese".
1956 - AN ERROR CREATES THE TRADEMARK
Customers¬†return¬†a¬†stock¬†of¬†socks¬†due to¬†a¬†manufacturing error.¬†Intending to guarantee the product new credibility, the¬†Vitale¬†family¬†label¬†the new¬†production¬†with the monogram¬†'K-Kontroll ', to indicate¬†the¬†maximum¬†qualitative rigour according to the¬†German standards.
1958 - EVERYONE WANTS AQUILA SOCKS WITH THE K
The Kappa Tradebark is¬†born,¬†becoming the leading socks¬†and¬†underwear producer on the Italian market.
1968 - A YOUNG MAN SHOWS HOW TO CHANGE THE WORLD BY SIMPLY WISHING IT PASSIONATELY
At only 23 years of age, Maurizio¬†Vitale¬†inherits¬†the¬†management¬†of¬†Maglificio¬†CalzificioTorinese¬†and¬†uproots it¬†from the¬†now suffering traditional sectors,¬†demonstrating acute¬†entrepreneurial spirit and¬†awareness of¬†cultural changes.
1968 - THE MILITARY LOOK, MAURIZIO VITALE'S FIRST GREAT INTUITION
The¬†young¬†entrepreneur¬†sees¬†John¬†Lennon,¬†during¬†a¬†speech, put on the army shirt¬†of¬†soldier who feel¬†in¬†Vietnam.¬†He then dyes all Kappa underwear¬†shirts army green, enriching them with armorial bearings and¬†symbols, and makes his presence felt on the dawning¬†informal wear scene.
1969 - THE WINNING LOGO
During¬†a photo shooting¬†for¬†a¬†Beatrix swimsuit¬†catalog,¬†in a backlighting shot of the silhouette of a boy and girl sitting back to back,¬†Maurizio¬†Vitale spots the image destined to become Robe di Kappa's crisp, neat logo.
1970 -¬†¬ęSIMPLE STUFF FOR GUYS THAT WANT TO CHANGE THE WORLD¬Ľ
Robe di Kappa starts advertising.
1971 - MANY PRETENDERS FOR THE NAME THAT SPLITS ITALY IN TWO
Many claim to have suggested¬†Maurizio¬†Vitale the name for the "Jesus" brand. The genial intuition is infact from¬†Oliviero¬†Toscani, inspired by¬†the succesful musical¬†"Jesus¬†Christ¬†Superstar", playing on¬†Broadway¬†that year.
1972 - MAURIZIO VITALE FREES HIS SECOND GREAT PASSION: ADVERTISING
Oliviero¬†Toscani's provocative¬†photos¬†and¬†advertising¬†claims¬†of¬†Emanuele¬†Pirella¬†scandalizse conservative Italy¬†but¬†gain the supportof the irreverent Italy of the young, who wear their jeans like a second skin.
1973 - TWO FORCES FACE UP TO EACH OTHER
The¬†court judge¬†Vincenzo¬†Salmeri orders¬†the¬†removal¬†of¬†hundreds¬†of¬†JesusJeans¬†posters¬†because¬†they¬†"go against good taste and are religiously offensive".
1974 - THE FEMINIST MOVEMENT REBELS AGAINST THEE ¬ęJESUS JEANS¬Ľ MORAL PHENOMENON
The¬†advertising¬†posters¬†also¬†attract the¬†attention of¬†the¬†radical feminists; so much so that censure labels appear above them saying:¬†"This¬†advertisement¬†offends¬†women."¬†The¬†controversy sparks off an¬†unexpected¬†and¬†growing¬†interest in¬†the¬†jeans that will lie behind the brand's¬†extraordinary¬†mass¬†success.
1978 - SPORTSWEAR
Marco¬†Boglione,¬†Robe di¬†Kappa's young sales manager,realises¬†that¬†look¬†concept strictly unisex is beginning to fade:¬†there is a growing need¬†for¬†young people¬†to¬†reinterpret¬†freedom¬†through¬†clothing and this convinces¬†Maurizio¬†Vitale¬†to¬†create¬†a¬†new market segment,¬†"sportswear".
1979 - SPORT SPONSORSHIP: A STRATEGY THAT TAKES MAGLIFICIO'S EXPANSION TOWARDS INTERNATIONAL TARGETS
Maurizio Vitale is the firt in Italy to sponsor a football team, fully aware of the importance this sport has for the masses.
1980 - THE URSS BECOMES ¬ęJESURSS¬Ľ
Maglificio¬†Calzificio¬†Torinese¬†profits from the¬†American¬†boycott¬†of¬†the¬†Russian¬†Olympics winning the very important licensing contract¬†for the¬†production of¬†Jesus¬†Jeans¬†in Russia,¬†cancelled by¬†Levis¬†for political reasons.
1981 -¬†¬ęTHE KING OF JESUS JEANS¬Ľ LANDS IN THE UNITED STATES AND SPONSORS THE COUNTRY'S TRACK-AND-FIELD ATHLETICS TEAM
Maurizio¬†Vitale¬†signed¬†a million dollar¬†contract on a napkin; athletes such as¬†Carl¬†Lewis¬†and¬†Edwin¬†Moses,¬†champions destined to be cheered by crowds in the world's most important stadiums,¬†will wear the¬†Kappa logo.
1984 - THE LOS ANGELES OLYMPICS: TECHNOLOGY AND DESIGN TRIUMPH
The¬†official suits are¬†designed¬†with the advice¬†of¬†a¬†man from¬†NASA,¬†Dr.¬†Kuznetz,¬†who, inspired¬†by¬†space suits,¬†designs the suits in silver to reflect¬†light and to keep the athlete's body cooler.¬†The¬†shoes, on the other hand,¬†are¬†created by the italian designer¬†Giorgietto¬†Giugiaro.
1985 - WHEN THE ADVENTURE OF THE FOOTBALL SPORT MERCHANDISE COMPANY STARTED
Marco Boglione, who had been working¬†since¬†1976 with¬†Maurizio¬†Vitale,¬†left the company named¬†Maglificio¬†CalzificioTorinese.¬†Firmly supported by this latter to follow his attitude as an entrepreneur, Marco Boglione set up together with his friend¬†Luciano Antonino, the "Football¬†Sports¬†Merchandise" company, founded in 1983, which has nowadays turned to be the¬†"BasicNet".
1987 -¬†THE END OF AN EPOCH
Maurizio¬†Vitale¬†dies; illness¬†takes away¬†a¬†man who,¬†with his¬†vocation¬†to pour¬†enthusiasm¬†into a situation¬†to grasp¬†its¬†essence, knew how to break the barriers of a still rigid italian mentality with is innovative ideas.¬†Maurizio Vitale's¬†brother, Edoardo, takes over the company.
1988 - THE SEOUL OLYMPICS
1994 - 14TH JANUARY 1994 MAGLIFICIO CALZIFICIO TORINESE IS DECLARED BANKRUPT BY THE COURT OF TURIN
With Football Sport Merchandise, Marco Boglione takes over all its assets. ‚ÄúSlowly slowly, I‚Äôm in a hurry‚ÄĚ: the BasicNet project is born and there is the relaunching in record time of Maglificio Calzificio Torinese‚Äôs business and trademark.
1996 - BENETTON ENTERS
The¬†BasicNet project¬†intrigues¬†and¬†convinces¬†one of the great¬†names¬†of¬†Italian industry: with 21 Investimenti S.p.A.¬†Alessandro¬†Benetton¬†became Marco Boglione's joint partner and the ptroject¬†takes off.
1999 - AN OLD DREAM IS REALISED
15th january 1999,¬†BasicNet¬†wins the¬†contest for the¬†technical sponsorship¬†of¬†the FIGC¬†-¬†the¬†Italian Football Federation.¬†Kappa¬†signs a¬†four-year contract¬†to¬†supply¬†the national team¬†with¬†its own¬†technical material.
1999 - 17TH NOVEMBER 1999 BASICNET DEBUTS ON THE MILAN STOCK EXCHANGE
2002 -¬†TURIN TOWN COUNCIL DEDICATES A SITE IN THE CITY TO ITS ENTREPRENEUR
Largo¬†Maurizio¬†Vitale:¬†"the man¬†who¬†wrote a chapter in¬†the¬†history¬†of¬†our city,¬†reflecting,¬†a quarter¬†of a century¬†ago,¬†on how today,¬†with effort,¬†one can strive to plan the future of Turin".¬†(Extract from¬†the¬†speech¬†of¬†Fiorenzo¬†Alfieri,¬†the City of Torino Deputy Major for Culture, during the road dedication ceremony).
2004 - BASICNET ACQUIRES THE K-WAY BRAND
2007 - BASICNET¬†ACQUIRES THE¬†SUPERGA BRAND