A unique city in the world.

Naples, a flag. To start with the colours of a kingdom, then – everlasting - those of style. A magical wheel,
moved by elegant jugglers, transforms the lost throne into an eternal theatre, where the masters
of Colour, of Music and of Culture recite an endless history off by heart. And it is repeated. They arrived from all over the world one hundred years ago, and when they left again - if they left – their suitcases were full of nostalgia. Because Naples was not only the capital of style, but of a lifestyle that would later inspire Paris and then Rome. But the drowsy city on the gulf will remain unique.

Congratulations, Mister Eduardo!....

And it was in such a context, in the atmosphere that already anticipated the arrival of the Belle Epoque era, that Eduardo Monetti opened two shop windows in Via Toledo n. 50 (the most elegant road in the city), exclusively dedicated to millinery and hats. This is the era when the most famous tenor in the world, Enrico Caruso, sets the fashion trend with his way of dressing.
That unexpected visit opened the doors to success for the Neapolitan hatter. Fortune finally smiled down on him. But good health certainly did not: he died at the early age of fifty.

And from hats to shirts...

It was Salvatore, the only son and just 18 years of age who continued in his footsteps; it took him many dark and difficult years, illuminated only by the lamps of the greatest war humanity had ever seen (39-45) before tenacity and fortune led him to the new shop in Via Toledo. Six sparkling shop windows with the hat as the prime article, but accompanied this time by ties, smoking jackets and so many accessories. The excellent taste and elegance of the windows attract the biggest names in the city. Enrico De Nicola, the first president of the first Republic, becomes a regular customer. With Vittorio De Sica, the author Marotta and other jet set names.

Il "total look"

The beginning of the 1960’s marks a change: the third generation of Monetti, Eduardo (fondly called Eddy) is now on the scene. Someone wrote “One may become rich but one is born elegant.” Eddy develops his success on this theory, whilst faithful to the motto “man has to keep up with the times.” He expands towards the “total look”, and multiplies his points of sale: Santa Caterina, Via Scarlatti, Via dei Mille, and again in Rome, Via Condotti, Via Borgognona. Until he arrives in Milan, first in Via Montenapoleone and then in Piazza S.Babila.