Alea

Men’s shirt manufacturer and market-leader. Founded in 1952 in Savignano sul Rubicone by Agostino Maremonti and Spartaco Onofri, it took its name from the famous exclamation uttered by Julius Cesar in the center of Savignano, when crossing the Rubicon, more than 2,000 years ago. Characterized by a dynamic business policy and, at the same time, a solid industrial-tailoring tradition, it represented Italy’s second wave in the production and distribution of men’s shirts. Seventh in size of the European industrial groups, it is a substantial business that employs almost 1,000 workers with a turnover (balance sheet 2002) of more than €20 million. It created three brands: Alea, Harry Brook and The Golf Club, through which the company sells about 1.5 million pieces a year. The Alea brand, sold in more than 600 shops in the main European countries, is manufactured only in Italy and aimed at an upscale market through its Linea Oro line, which is characterized by great attention to style and tailoring. Harry Brook, conceived as a second line and manufactured only in Romania, was created to be accessible to a younger market open to new trends in fashion, and is distributed in 800 shops in Europe. The Golf Club brand, with its casual style and sportswear orientation, is characterized by fashion content decidedly aimed at fans of informal clothing and is distributed mostly in Italy.
Start of construction for a new plant of 250,000 square feet to be built less than a mile from the original one in Savignano sul Rubicone. Business plans envision the creation of a third industrial hub in northern Romania, in addition to the two already existing there.
The fashion house celebrates its fiftieth anniversary at Palazzo Pitti, with an exhibition of designer shirts by 12 tailors of the Italian school. In the ten days following the event’s conclusion, the exhibition is moved to Villa Maiano in Fiesole, and in September to an old fish farm of the 1700s in Savignano sul Rubicone. Agreement with Enrico Coveri. The Coveri line of shirts, manufactured by Alea, is available in 150 to 200 shops starting with the Collection of Autumn-Winter 2003, with an initial distribution of 45,000 pieces per season, to be increased to 100,000 units in the following years.