Hawai confirms its presence in the fashion sector by shifting attention to a tailor-made product made of sustainable and technological materials. The new vision is to support the transformation of the luxury market
“Although we are currently focusing on technical accessories intended for safety and outdoor footwear, our presence in the fashion sector, the result of passion and sixty years of expertise and experience in the creation of small parts, is not in question. We have only adapted our business strategies to market trends and new emerging opportunities,” says Gianni Fainelli, Hawai sales manager for Italy.
“We have decided to reduce the offer of new products in the catalog presented at each change of season to dedicate ourselves to product customization. Our made-in-Italy article is completely developed in-house on the basis of knowledge and skills consolidated over time. We are creating a new website to effectively representing and enhancing our ability to satisfy the needs for quality, reliability and secrecy requested by high fashion brands through a tailor- made approach and a service specifically created on the need to work closely with pattern makers. In short, the possibility for luxury brands to collaborate with Hawai becomes even more interesting today.”
2024 marks the sixtieth anniversary of the company, headquartered in San Giovanni Lupatoto, in the province of Verona. “Our archive – continues Fainelli – contains millions of items including buckles, clamps, seals, etc. Fashion is cyclical, styles repeat over time: in addition to always offering some new ideas, we are updating some trends from the past by reinterpreting them in the finishes, details, lightness according to sustainability. We recover shapes and designs, revisiting them in light of the new materials and technologies available. Zamak – evolved in its characteristics and manufacturing processes – is still the protagonist, but composite materials appear on the scene with determination. They are light (and the weight is directly proportional to comfort), resistant and durable, they do not require galvanic or painting processes, they can be made directly in colored masters, they are recycled and recyclable up to 100%. We are trying to highlight them also in the high-end fashion, which is very receptive in this regard precisely in terms of sustainability.”
A change of vision that led the company not to attend the latest edition of Lineapelle: “Hawai’s interest in the traditional Milanese event has waned in favor of fairs more focused on the outdoor and safety world, such as the ISPO Munich and the A+A in Düsseldorf, in which we have already took part with remarkable feedback.”
Buckles made of composite material
Buckles made of composite material
Speed-laces made of painted composite material
Buckles and clamps made of zamak
