fay donna

History and Heritage of the Brand

The Fay brand was born in the 1980s in the United States, when Diego and Andrea Della Valle were inspired by the work jackets worn by firefighters in Maine. From this intuition emerged a stylistic project that blends technical functionality with aesthetic refinement, bringing American workwear into the Italian urban wardrobe. After acquiring the Fay brand, originally specialized in garments for fishermen and firefighters, the label was reinterpreted with a contemporary vision, transforming a functional piece into a symbol of city elegance. In 2019, Fay embarked on a journey through its own archives, rediscovering the brand’s authentic roots through the Fay Archive project. This creative path celebrates the meeting of American heritage and Italian taste, expanding the brand’s identity toward a lifestyle that accompanies women from the city to open spaces, with versatile and timeless garments.

Iconic Fay Collections

The work jacket becomes the absolute protagonist and is transformed into an urban outerwear icon. This is how the legendary “4 Ganci Fay” was born, recognizable by its reinforced fastening with four closures inspired by nautical hooks. This model quickly became a cult item in international capitals, a symbol of a sophisticated yet functional casual-chic style. Alongside the 4 Ganci, Fay developed a complete clothing line characterized by innovative materials and timeless lines, reinterpreting the codes of Italian outerwear. The “Hook,” an iconic workwear element, reflects an enduring outdoor vocation, making each piece extremely versatile. Models such as the “Morning Coat” and the women’s “3 Ganci,” featuring corduroy collars and canvas and split-leather details, express a bold urban elegance designed for modern, cosmopolitan women with a keen eye for style.

Sustainability and Social Responsibility

Fay promotes a production supply chain based on transparency and environmental responsibility, through qualification and monitoring programs for suppliers and workshops. The goal is to ensure respect for the environment and people at every stage of the production cycle, while enhancing the quality of the final product. Thanks to Aura Blockchain technology and NFC tags, customers can access, via smartphone, all information related to the purchased garment. The origin of materials, production processes, and sustainability standards thus become an integral part of the Fay experience, strengthening the brand’s value and identity over time.

Ecodesign and Circular Production

The continuous pursuit of ecodesign solutions and circular production represents a cornerstone of Fay’s philosophy. Within this vision, the “Bottega dei Mestieri” was created, a project launched in 2012 that trains young artisans and brings them closer to the world of Italian manufacturing. This initiative encourages generational renewal and helps keep artisanal skills alive, which are essential for preserving the excellence of Made in Italy and supporting conscious, long-lasting fashion.

Welfare and People Empowerment

The success of the brand is closely linked to the well-being of the people who are part of it. Fay places corporate welfare among its strategic priorities, promoting a work environment that fosters professional growth and a healthy work–life balance. This approach helps generate long-term value, reinforcing the identity of a brand that puts people at the center, alongside style and quality.

Craftsmanship and Manufacturing

The distinctive touch of the Tod’s Group gives Fay an international dimension enriched by peaks of Italian tailoring. A jacket originally designed for operational contexts is transformed into a highly appealing urban outerwear piece, capable of combining luxury, research, and functionality. The constant drive for improvement, without compromising on quality, results in a workwear 2.0 aesthetic that is ultra-chic and timeless. Each garment tells a story of manufacturing excellence and contemporary style, capable of appealing to different generations.

Fay Style Tips

Wearing Fay means embracing an aesthetic defined by refined minimalism and a timeless allure. The brand’s garments are ideal for creating elegant and exclusive looks, perfect for everyday urban life and leisure time. For a casual yet sophisticated outfit, technical-fabric trousers can be paired with a sporty jacket, creating a comfortable and contemporary look, ideal for a day of shopping or an informal lunch. Fay style naturally accompanies every moment, always maintaining a discreet and recognizable elegance.

FAQ: What is the Fay brand and what is its history?