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History

In the name of the tradition...

Pelletteria Artigiana Viviani is one of the last remaining expressions of authentic Florentine craftsmanship, specializing in the design and production of hand-made leather goods.  Established in 1965 by master craftsman Renato Viviani, the Pelletteria immediately stood as an ideal continuation of the centuries-old tradition of Florentine botteghe

1920s – 1930s
During the 1920s, Renato Viviani served as an apprentice in the workshop of Guccio Gucci, who later went on to establish the renownedfashion house Gucci.  Having emigrated to Argentina at the start of World War II, Viviani continued his work as a leagther artisan in Buenos Aires, refin ing his skills in the creation of luxury leather accessories.

1940s – 1950s
While living in Buenos Aires , Renato began displayng his designer leather goods at a small workshop on Calle General Escalada.  Within a few years, he was recognized as a master leather craftsman, and his creations were sought by the most exclusive boutiques of the Argentine capital.  It was during this time that Renato met Delia, who would become his wife as wellas his life-long work partner.

1960s
Renato returned to Italy in the early 60s and quickly gained a strong reputation as a talented leather master, to the point that he was finally able to open his own leather workshop and store in the center of Florence.
The Pelletteria Artigiana Viviani was launched on 15 November 1965.
Business was thriving when, less than one year later, Florence was hit by the devastating flood of 4 November 1966, which left the Pelletteria completely destroyed. Yet, Renato was undeterred. With the fighting spirit of a true Florentine, he set out to rebuild his shop from scratch, in the same spot where it had been and where it still stands to this day, as an enduring testament to his will and determination.

1970s – 1980s – 1990s
In the late 1970s, Renato and Delia’s daughter Viviana Viviani began working with her parents, learning the secrets of the trade from her father. Over the years, she too became a master craftswoman, capable of carrying on the shop’s tradition of excellence.

By 1995, Viviana was ready to become the new chief designer and president of Pelletteria Artigiana.
1999 saw the launch of the shop’s official website, “www.pelletteriaartigiana.com”, which would eventually morph into the modern e-commerce portal it is today.

2000s
At the start of the new millenium, Viviana’s son Leonardo joined the family business, becoming a skilled leather artisan in his own right, while also taking over marketing responsibilities for the “Pelletteria Artigiana Viviani” brand in 2008.

Present
Today, the Pelletteria is run by Renato’s daughter Viviana and his grandson Leonardo, who proudly carry on a family tradition which has its roots in a distant past. Three generations of artisans have developed one unique style of hand-crafted creations, characterized by a striking blend of beauty and practicality.

In 2012, Pelletteria Artigiana Viviani was admitted to OMA (Osservatorio Mestieri d’Arte). Since 2013, the Pelletteria has established a number of international partnerships with both traditional boutiques and global e-commerce retailers, including an important collaboration with Amazon as part of their “Made in Italy” project. Currently, Pelletteria Artigiana Viviani products are being sold in China, France, Germany, Japan, Great Britain, South Korea and the United States.

Pelletteria Artigiana Viviani has thus entered the restricted circle of craftsmen who export Made in Italy products worldwide, showcasing the best Italy has to offer while maintaining its identity as a family-run artisan workshop. Uncompromising attention to the quality of the leathers (all strictly originating in Tuscan tanneries) and of the accessories (100% Made in Italy), an open mind to new trends in fashion and design, and a skillful synthesis of traditional craftsmanship with contemporary technologies are the elements that define the history of Pelletteria Artigiana Viviani.

In November of 2015, on the 50th anniversary of its founding, Pelletteria Artigiana was officially recognized as an Esercizio Storico Fiorentino, (Historic Florentine Business), an honor given by the City of Florence to local businesses that stand out for their quality, know-how and historical significance.

Finally, since May 2017, the Pelletteria joins the restricted elite of laboratories and exhibitors belonging to the Associazione Esercizi Storici e Tipici Fiorentini

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