Buy the Myth Then Rebuild It From the Product Up

“They start with the machinery, which is rebuilt and modernized. Then they begin to study the brand's values, the style, they analyze all the past models they can find, Ray-Ban didn't even have a real archive. For a year they practically withdraw the brand from the market, selling the pieces they find scattered in various factories, and that's about it. And then, in 2001 they are ready to start again.”

“Leonardo then sends a trusted Agordo collaborator to Texas, directly to the factory. It's August, while the boss is on vacation he asks the manager to call him every day and tell him how many "pieces" they have produced to get a clear idea of how much needs to change. On the first day, practically none, then a dozen, then even less. Every day there's something wrong, machines break down, unskilled workers, lack of competence and knowledge. The decision is immediate. Let's bring everything home, let's make them in Agordo. Luxottica closes all the group's factories, lays off the workers – there are about 3,500 – and sends to Italy what they can recover.”