Valditevere
VALDITEVERE: TEXTILE COMPANY AND, LATER, FASHION BOUTIQUE, FOUNDED IN 1952 BY THREE LADIES OF THE ARISTOCRACY AND HIGH SOCIETY, DONINA GNECCHI, VITTORINA PACINI AND PIRETTA ROCCO DI TORRE PADULA
The initial idea of the brand was to preserve a tradition of the upper Tiber valley, of San Sepolcro, of Città di Castello: hand weaving. “Donina and I drew well. Vittorina and I knew the peasant women who had abandoned the hand looms and we persuaded them to start again. That’s how we started,” says Piretta Rocco. The fabrics (cotton, wool and, later, linen) triggered the desire to create fashion: very colourful après-ski skirts, ponchos, dresses with a great deal of young imagination. Valditevere was a pioneer of fashion shows in Florence, where it had and still has a boutique in Via dei Rondinelli. Donatella Martelli, Piretta Rocco’s daughter, is in charge of the business, and has joined the old company with Valditevere Donna (all the members are women), aimed at export.
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