Page 6 - catalogo 2017
P. 6

Made in Italy

Rustichella d’Abruzzo

There are actually two ways of considering the “Made in Italy”.
The frst one consists in considering it a relatively recent
phenomenon, of the last ffty years, developed in a series
of fortuitous circumstances from the low cost labor, to the
formation of a new Entrepreneurial Cetus, to the blooming
of stylists and designers, to the will of renaissance of the
Italian population after the troubles of the war. The second
one is about putting this phenomenon in a perspective of long
lasting tradition and of Italian culture. According to this second
perspective, the “Made in Italy” is an old tradition; it is the
result of a long and fertile cooperation and “cross fertilization”
of culture, art, artisanship, manufacturing ability, territory and
historic memories. The conclusion of the excellent survey
of the Japanese Magazine agreed with this second way of
considering it, that is the same consideration that Prezzolini
gave in his memorable lessons at the Columbia University in
1948, entitled “The Legacy of Italy”. In these lessons, in which
he explained to American Students what is Italy, Prezzolini put
a fundamental distinction between the Italian Population, that
was the battered and sufering bearer of two World Wars, a
dictatorship, a lot of infations and other additional troubles,
and the Italian Civilization, millenary, generous, universal.
The Italian civilization, ridden from the troubles in which it was constrained by the
birth of the national state, is millenary and it is - starting from the Italian provinces
where the real roots of new Europe are placed - the most universal culture of the
world. Products that represent the winning Italian Style are not a random result:
They come from ancient times: they are a result of this civilization.

The Italian fame is nowadays great in the world because of the seduction of its lifestyle, that isn’t encoded in any book and that
waits for a writer that resumes it with the example of many lives, both ancient and contemporary ones. Who formed this fame?
Not rhetoricians, not writers, not politicians, surely not generals or admirals, not the administrators and not even catholic
priests, that still are a genuine product of the Italian Civilization.

If anything, we own the fame to narrators, poets, painters, sculptors, divers, architects, cooks and aviators, to the women in
love and Italian Lovers, to the nice looking women in cinema and to boys in the streets… The growing mass of the tourists
represents an international vote in favor of Italians. They feel, for Italians, a certain love without appraisal, reciprocated from
some Italians with an exaggerated evaluation accompanied by a non-overwhelming love.

Giuseppe Prezzolini
Journalist, writer, Italian aphorist.

Pasta Artigianale dal 1924
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