By virtue of their venerable age since the date of their foundation, the Fratelli Piacenza wool mills are part of the international association the Henokiens, whose members are family concerns with at least two centuries of history behind them.
From the late nineteenth century to the middle of the twentieth, travelling was an uncomfortable, slow and dangerous business. The Earth seemed to be bigger than it is today and only suited to courageous spirits. Anthropological, botanical and scientific discoveries arrived from far-off lands, with images that illustrated aspects of the world that had never been seen before.
The travels of Mario and Guido Piacenza led to invaluable discoveries for the company. During his expedition to the Himalayas (1913), Mario discovered the softness and warmth of the fabrics that the Sherpas wore tied around their
Camp at 5,500 m above sea level on the Durung-Drung glacier in the Himalayas
Mario Piacenza on an elephant in Calcutta
ankles. He immediately realised that he had found an ally against the cold and looked for its origin. Curiosity and his love for the life of the nomad shepherds and their animals led him to his discovery: the undercoat of the cashmere goat. Years later, he explored the Earth’s lunar landscapes. In the deserts of the Middle East, the Berbers taught him to appreciate the value of camelhair. In addition to being an indispensable means of trans- port, the ship of the desert also turned out to be vital for dealing with the desert’s low nocturnal temperatures. Mario discovered the camelhair duvet and the result was a revolution in overcoats.
Today the firm is in the capable hands of Carlo, CEO and a member of the Piacenza family’s thirteenth generation. Since 4 July 2016, he has been the new President-designate of the Biella Industrialists’ Union, a position once held by Giovanni and by Felice, its founder.
The fourteenth generation already joined the firm some time ago and assists him at the wheel on various fronts. The wool mills’ management is entrusted to Ettore, who deals with sourcing raw materials and the production phase, while his brother Vasiliy holds the office of brand manager. Following his time in the family firm, Guido has dedicated his entire life to safeguarding the “Felice Piacenza” Burcina Park Special Natural Reserve. His son Felice works in the firm’s design team.
