It was the first US workwear brand imported into Italy in the 1980s, thanks to an intuition of the brothers Diego and Andrea Della Valle. During a trip to the United States, the Della Valles met a family-run Massachusetts company specializing in technical clothing for American firefighters. Sensing its potential, the two entrepreneurs took over. In that moment Fay was born: the first brand in Italy to lend workwear to urban style. To make the brand a success is a now iconic jacket, the 4 Ganci, but it also exists with three hooks, which revisits that of the American fire-fighters in a city key while keeping its charm, style and distinctive elements intact.
Over the years, many well-known personalities have chosen it, such as Gianni Agnelli, who wore it over a jacket and tie, Niki Lauda, Christopher Lambert, Luca Cordero di Montezemolo, Carolina di Monaco, Sidney Pollack. The born male model is soon borrowed from the female wardrobe, completely blurring the boundaries of gender. Today there are many divas who choose this jacket for their daily moments, adapting it in style to their way of dressing. So for example Sienna Miller he loves to combine his cropped white jeans with the 3-hook in solid color wool with detachable sheepskin collar, warm and cool at the same time. Diana Kruger focus on fiery red to get out of the gray of winter days. Rita Now (photo above) with a pumpkin-colored model and hat creates a perfect outfit à la parisienne.