slide image

HAPPY BIRTHDAY SALICE!


The sunglasses and ski goggles factory turns 90: an accomplishment that few names in the industry can boast

Be over 90 and not feeling it!
The ski-goggles and sunglasses factory was founded by Vitaliano Salice in 1919, the grandfather to the family’s third generation and first woman CEO of the Lake Como Gravedona-based company, Anna Salice.

Being 100% Italian
is paramount for a brand like Salice. Our products bear the colours of the Italian flag making them immediately distinguishable and recognizable. Our sunglasses and ski goggles are "Made in Italy" thus keeping the quality of our products at the top.

At the outset, in 1919,
Vitaliano Salice founded a factory to produce sunglasses cases and later on protective screens for industrial use sold to the marble quarries workers in Musso – the village where the corporate first headquarters were located.

In 1945,
the factory and headquarters were moved just a few miles away from Musso to Gravedona which is still Salice’s current main location and home to the family. After the Second World War ended, Salice launched its bikers collection.

In the Fifties,
the advent of Vespa and Lambretta overturned the habits of Italian people and made motor bikes increasingly popular. Sunglasses became a fashionable and must-have item, and the whole Salice production was finally switched to serve the needs of the new customers.

In the Sixties
, skiing was not yet a much popular sport although things were changing fast. Once again, much farsighted, Salice anticipated the trends and began producing ski goggles.

In the Seventies,
the Italian ski team of the “Valanga Azzurra”, boomed in the Skiing World Cup competitions. Italy was always top ranked and the Italian athletes were always on the podium, always wearing goggles with the Italian flag colours on the straps or on the arms of their sunglasses.

In the Eighties,
the Italian fashion industry became the worldwide leader with its countless collections: those were the years of shop-until-you-drop, the Yuppies and the Milan-born Paninari, the spoiled teens who dictated fashion rules. Sunglasses were no exception with the awesome “article 38 by Salice” that was their hit in all possible shades of the colour palette.

In 1987,
Anna Salice’s fresh approach and already skilled farsightedness helped her score her first long-lasting win: at ISPO, the yearly Winter Sports Trade Exhibition held in Munich, Anna Salice saw an American booth with a single pair of sunglasses under a spotlight. The brand name was Oakley and she decided to import these sunglasses in Italy.

The cooperation
lasted until 1993, when the American brand that over the years became a giant, opened its own headquarters in Europe. This proves one point: when one is in one’s own trade since many generations, one can grasp the bargain and rate the quality of an item just in a blink of an eye and, most of all, can make the most of the opportunities a market can offer.

In the late 1990s,
vintage fashion takes over with countless old and still beautiful items dated some 20 years back. Also within the walls of the Gravedona-based company, everyone was into “replicas”. An endeavour soon crowned with success: people simply loved the quality of a “made in Italy” product as well as the approach of keeping an Italian identity while others were running Eastward.

The entire working team
is young and dynamic and the power of the products lies in the right mix between quality and price as well as a strong cooperation with Salice’s dealers, who can count on timely deliveries and a fully compliant corporate interface.

“Vedi Italiano” (See Italian)
is the jingle of Salice’s latest advertising campaign: a rather provocative and yet clear-cut statement. Salice athletes wear products made by Salice during their competitions in a wide range of sports: downhill, cross-country and alpine skiing, snowboarding, biathlon, road bicycle racing, motocross, skiroll, kite-surfing, enduro, supermoto and MTB. This simply translates the team spirit that has lead the Salice Group through three generations of family management and over 90 years in business.

Salice
is now approaching its 100 years anniversary and is ready to look ahead into a new century of successes and quality products for its customers.