Up until the not-too distant past, children were dressed as miniature adults or as display pieces that families would proudly parade. Today, children’s clothing brands and parents have been moving towards styles and fabrics that allow children to move and express themselves in a way that is true to their age and personality. The family-run Italian company Il Gufo has been in the forefront of that movement since the 80s. The brand is opening their first store in Kuwait and we spoke to Alessandra Chiavelli CEO of Il Gufo to find out more.
The brand was founded in 1980 by your mother, Giovanna Miletti, what was it like growing up part of a family run business?
As a child, my mother used to remind me about the talent of being “properly” dressed for each different occasion, sporty or formal, and this kind of education has taught me how to be a woman, a mother and a businesswoman today. I love clothing, I love nice fabrics, but most of all I love to see how an outfit can express a woman’s personality, how femininity comes from the smallest detail, or a natural gesture. It is something totally inherited from my mother; the passion for beautiful garments, for harmonious color combinations, fine shapes, silent ways to express ourselves without shouting, through delicate tones. Therefore, for me, growing up part of a family run business has been quite simple and I naturally became more and more involved in the company as I was growing up.
It has been 40 years since Il Gufo was started, does it still feel like the same brand? Or do you think it has evolved and changed and how?
My mother started sewing bibs and bed sheets when my brother and I went to kindergarten. It was just a small hobby which soon turned into a real job when some of the most important boutiques in the area asked to buy her items. She transformed the portico of our family house into a lab, using a ping pong table to cut. In a couple of years, she started working on a real kids-wear collection. When my brother and I were old enough to be independent, she found a bigger space and established Il Gufo’s first real headquarter. By the end of the 1980’s, in Italy Il Gufo had already become a brand known and appreciated for its quality and simple, yet sophisticated style. The brand was introduced to the international market in the Pitti fair in 1994.
Looking back it is no wonder that change is a word we are all very familiar with. And yet it still feels like the same brand today as we keep sharing the values which were transmitted to all our people and we stay true to our roots, in our small village north- east of Italy lost in the nature where it all started, Asolo.
Why did you decide you wanted to enter the market in Kuwait?
We are very satisfied with the performance of our boutique in Dubai and more in general with how the Middle East is responding to our collections. In a few years we have built a loyal customer base both from the area and internationally. The turnover is growing and the brand awareness keeps consolidating. As a natural consequence, the visibility of the Dubai boutique within the region helped unlocking this new opening in Kuwait City.
Your slogan is “Children dressed as Children”, what does that mean to you as part of Il Gufo? And what does it mean to you as a mother yourself? What is more important to your brand, how the clothes look or how they move and feel for the kids.
When I joined the company, one of my first missions was to find a payoff that clearly speaks about our concept. “Children dressed as children” is the real manifesto of Il Gufo brand and we apply it in everything we do. Design, comfort and superior quality are the strengths of the brand’s collections, where adult fashion trends are toned down for the world of children ensuring their comfort, well-being and, most importantly, respecting their identity.
The Il Gufo store is located in the Avenues – 2nd Avenue, follow them on Instagram @ilgufo_official.
