Among the numerous brand innovation examples we spotted at the latest Pitti Uomo, The Bogart by Borsalino was one of the most intriguing for its consistency, creative output, and storytelling power.
At its second release, the first being already on the shelves, this collaboration launched for autumn 2019 celebrates the deep and long-lasting connection of the brand to the world of cinema with a special hat dedicated to Humphrey Bogart.
Not only the great Hollywood actor loved the legendary felt hats produced in Alessandria, but The Bogart by Borsalino proposes the model he actually preferred. Yet a more authentic story than the similar told some seasons ago by Aquascutum, who was reshaping the trench used by the actor in Casablanca.
“Do everything. One thing may turn out right” quoted the black leather band inside the first 2018 model, turned to “The only thing you owe your public is a good performance” for this 2019 edition.
Borsalino seems to delivery that good performance, and the whole concept lives up to the high expectations of the refined clients it is directed to, prepared to spend some 355€ for such an emotion.
Developed with the Humphrey Bogart Estate, this project falls into the many licensing-driven brand innovation activations, which offer to brands great storytelling opportunities at an highly accessible investment level.