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From Bogart to millennials: Italian hat maker tries new look

A woman looks at hats in a Borsalino store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino was once...
A woman tries a hat inside a Borsalino hat store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino wa...
A woman shows a label inside the Borsalino hat factory in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt ...
A man holds a hat inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt hat...
A man piles felt hats inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt h...
Hats are shown in a Borsalino store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino was once synony...
Steam is used to mould a fur hat in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized...
A view of a label of Borsalino at its hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. If the traditional Italian h...
A woman works on hats inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt...
A woman holds a pile of hats inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized...
Rabbit fur to be moulded into a hat sits on a table at Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019....
A woman moulds a hat inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt ha...
A woman works on a hat in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019.  If the traditional Italian ...
A woman works on hats to be moulded in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Its prized felt...
A woman worker pushes a cart with hats in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's ...
A machine uses water to shape a fur hat in Borsalino's fur factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's...
A pile of hats is seen in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt hats...
A hat is moulded by machinery inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's pri...

A woman looks at hats in a Borsalino store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino was once...

A woman tries a hat inside a Borsalino hat store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino wa...

A woman shows a label inside the Borsalino hat factory in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt ...

A man holds a hat inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt hat...

A man piles felt hats inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt h...

Hats are shown in a Borsalino store in downtown Milan, Italy, Wednesday, Jan. 16, 2019. If the traditional Italian hat-maker Borsalino was once synony...

Steam is used to mould a fur hat in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized...

A view of a label of Borsalino at its hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. If the traditional Italian h...

A woman works on hats inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt...

A woman holds a pile of hats inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized...

Rabbit fur to be moulded into a hat sits on a table at Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019....

A woman moulds a hat inside Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt ha...

A woman works on a hat in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. If the traditional Italian ...

A woman works on hats to be moulded in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Its prized felt...

A woman worker pushes a cart with hats in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's ...

A machine uses water to shape a fur hat in Borsalino's fur factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's...

A pile of hats is seen in Borsalino's hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's prized felt hats...

A hat is moulded by machinery inside the Borsalino hat factory, in Spinetta Marengo, near Alessandria, Italy, Thursday, Jan. 17, 2019. Borsalino's pri...

SPINETTA MARENGO, Italy (AP) — Hats off, Bogie.

The traditional Italian hat maker Borsalino, whose fedora has defined the rough-and-tumble images of Robert Redford, Frank Sinatra and Humphrey Bogart, has a plan to appeal more to women and millennials by pushing into high-end fashion, streetwear and even sportswear.

The recent troubles of the company, which has been rescued financially by a private equity fund, underline the difficulties facing Italian companies seeking scale to stay competitive and grow in the age of globalization.

Entering new markets, targeting new demographics and expanding retail presence all require cash. And even the best-laid business plan can be complicated by a company's bad baggage, and Borsalino came with plenty of that.


Updated : 2021-06-13 17:19 GMT+08:00