Best Company was created by the inspired Designer Olmes Carretti, who brought the story to life in the 1970’s, fashioned upon the reinterpretation of sporting brands for the bourgeois consumer.
The brand was thrust into the forefront when the Italian subculture of the Paninaro started taking an interest
Milan was a illustrious hive of fashion and football in the 70’s/80’s, the cities two main loves. The Italian catwalk and the terrace culture didn’t always see eye to eye, however
Best Company was one of the few brands at the time that could translate seamlessly between the two arenas......
The Paninaro brought great influence to upcoming generations of Milanese, rebelling against the culinary culture of the city, the elite youth at the time found great pleasure in fast food and a fast paced life... the absolute opposite of what Milan generally subscribes to be.
The Milanese football clubs of Inter and Ac Milan also played a great influence adopting the brands, coinciding with the Paninaro,
both factors relishing the ‘sandwich bar’ culture (panini- Paninaro).
The terraces played the most formidable part in the brand reaching across Europe, as visiting fans from other clubs adopted the Italian terrace sense of style and fashion.
Today in the current climate, Best Company has experienced a huge resurgence.
This is not merely due to the style and fashion of the iconic brand, but much more the consistency and substance.
In a day and age where mass production and distribution has a huge influence on high street fashion, Best Company stands firm in its beliefs of quality individual production, a philosophy of quality over quantity is a key factor of the brand.
Not only is this becoming a rare notion these days, but the fact that the brand still insists on Italian production is even more of an illusive trait among designers in current times,
making Best Company a truly prestigious iconic garment......
And a must have in everyone’s wardrobe!