L'Italo-Americano

THURSDAY, APRIL 2, 2026 www.italoamericano.org L'Italo-Americano 2 M ade in Italy is one of the pil- l a r s o f t h e Italian econo- m y a n d a brand recognized worldwide for its quality, creativity, and cul- tural value. It is what we might call a calling card, a solid foun- dation, a defining element of n a t i o n a l i d e n t i t y t h a t g o e s beyond commerce. The num- bers support this. Italian com- panies operating within the Made in Italy ecosystem (high-quality craftsmanship, fashion, food production, mechanics, and design) generate nearly $688 billion in revenue (2023 data), produced by around 76,000 companies and accounting for 17.2% of the national added value created by Italian corporations. It is impossible to discuss Made in Italy without considering its international impact. These businesses generate over $216 billion in exports, equal to 47% of Italy's total exports. Overall exports reached approximately $694 billion in 2025, with Made in Italy as one of the main drivers of growth. In practical The culture of Made in Italy starts with knowledge From the Editor terms, this sector contributes hundreds of billions of euros each year, confirming its essential role in Italy's global com- petitiveness and in the creation of national added value. Yet, Made in Italy is not simply a product to be sold. It is a value system, a body of know-how, a mark of guarantee. Over time, it became synonymous with quality, creativity, and style; it is a form of cultural heritage recognized worldwide and a defining feature of Italy's identity. It reflects the combination of artisanal tradition and innovation in a production process that connects past and future. It also reinforces national pride and contributes to the positive perception of Italy abroad. This distinctive quality is what sets Italian products apart from mass production, offering added value and uniqueness that allow them to compete internationally. It attracts foreign investment, encourages international partnerships, and draws millions of visitors interested in Italian food, art, fashion, and culture, supporting both local economies and supply chains. The idea of "Italian-ness" is rooted in the relationship between a product and its territory. It tells the story of exper- tise linked to a specific place or production district, closely intertwined with national history. Take the Vespa as a classic example: created in 1946 by engineer Corradino D'Ascanio for Piaggio, it was designed in the aftermath of World War II to be affordable and easy to use. Its distinctive engine sound, remi- niscent of a buzzing wasp, gradually turned it into a global symbol of Italian style. Its widespread popularity – and films such as Roman Holiday – cemented its image as an emblem of freedom and elegance. Another example is footwear and the story of Salvatore Fer- ragamo, the "shoemaker to the stars." Before returning to Italy to establish his brand, he was one of the many emigrants who sought fortune in the United States. He found it by studying anatomy to make shoes more comfortable, eventually design- ing footwear for much of Hollywood. His success was not acci- dental: it was built on knowledge, on a commitment to innova- tion. Made in Italy is not static, nor confined to tradition. It evolves continuously and keeps pace with change. Many Ital- ian companies are investing in environmental, ethical, and technological sustainability. Tools such as e-commerce, artifi- cial intelligence, and blockchain are increasingly used to certi- fy authenticity and traceability, helping to protect products from counterfeiting, "Italian sounding," and unfair competi- tion. Intelligent automation, for instance, allows companies to combine craftsmanship with advanced technology, improving quality and competitiveness without losing artisanal identity. Research and development also play a key role, enabling investment in innovative materials and sustainable production processes, particularly in fashion, design, and food. Still, the challenge is global: as long as there is demand for "Italian- ness," there will also be imitations to guard against. In this context, promoting Made in Italy abroad through marketing and communication is essential. Telling the story of products, their origins, their connection to local traditions, helps strengthen their perceived value. At the same time, con- sumers play a crucial role. They must be informed and aware, able to recognize authentic products and avoid imitations. Protecting Made in Italy, therefore, requires a shared commit- ment between institutions, businesses, and citizens. It is not only a matter of legislation – however important measures such as the 2023 framework law against counterfeiting or the "100% Made in Italy" label may be -but also of education: fos- tering a true culture of Made in Italy. Simone Schiavinato, Editor Simone Schiavinato NEWS & FEATURES TOP STORIES PEOPLE EVENTS Member of FUSIE (Federazione Unitaria Stampa Italianaall'Estero), COGITO L'Italo-Americano Please send correspondence to P.O. Box 40156 Pasadena CA 91114 www.italoamericano.org L'Italo-Americano Newspaper (a 501(c)(3) non- profit organization), www.italoamericano.org, is the largest and longest-running Italian news- paper in America, not to mention the cultural and news resource for all things Italian in the US. A bilingual newspaper which represents an historical landmark for the Italian American Communities in the West Coast and throughout the US. L'Italo-Americano benefits from subsidies by the Italian Government, Memberships and Donations intended to support and not interrupt a mission that began in 1908 to preserve and promote the Italian language and culture in the USA Periodicals postage paid at Monrovia, California 91016, and additional mailing offices. PUBLISHER Robert Barbera Grande Ufficiale EDITOR IN CHIEF Simone Schiavinato ADMINISTRATIVE MANAGER Patrick Abbate EDITORIAL COORDINATOR Barbara Minafra COPY EDITOR Francesca Bezzone LOS ANGELES CONTRIBUTOR Silvia Nittoli SAN FRANCISCO CONTRIBUTOR Serena Perfetto SEATTLE CONTRIBUTOR Rita Cipalla CONTRIBUTING WRITERS Mariella Radaelli, Matt Walker, Francesca Bezzone, Luca Ferrari, Stefano Carnevali, Paula Reynolds, Teresa Di Fresco Nicoletta Curradi, Generoso D'Agnese, Jessica S. Levy, Fabrizio Del Bimbo, Maria Gloria, Chuck Pecoraro, Anthony Di Renzo Serena Perfetto, Kenneth Scambray, Chiara D'Alessio, Luca Signorini, Giulia Franceschini © 2025 L'Italo-Americano Membership: One year $59 - Single copy $2.25 POSTMASTER: Send address changes to L'Italo Americano P.O. Box 40156 Pasadena CA 91114 Selling Homes Throughout The Bay Area Adele Della Santina "The Right Realtor makes all the di昀erence." 650.400.4747 Adele.DellaSantina@compass.com www.AdeleDS.com DRE# 00911740 Expert in preparation, promotion, and negotiation!

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