When the love for one's work merges with over 30 years of artisanal expertise and a high quality product, the result can only be excellence. Alex, a company based in Campi Bisenzio (FI), has created exclusive hats since 1984: unique models entirely Made in Tuscany that combine traditional artisanship and use of noble raw materials with a constant search for innovative techniques and attention to contemporary fashion. The sister team of Tiziana and Patrizia, raised in their grandfather Benito’s laboratory, now run the company with unchanged dedication and are passing their secrets on to the fourth generation, which has brought a renewed passion and creativity to the company. Alex has chosen to keep its production in Italy. The company emphasizes the culture of “Florentine artisanship” by making hats that stand apart from serial production, making their products’ uniqueness a distinguishing feature, guaranteeing recognisability in the world. What makes the difference is the love and care of those who believe in what they do.