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History

Maurilio Giacomelli speaks about Jack & Jack

The brand Jack & Jack was born in 1979 with the purchase by my family of the space in Dala Gesa street. At that time I worked in what is now the boutique Da Giuseppina, we had a space dedicated to sportswear, but the industry was growing, we wanted to expand and dad Emilio took a good opportunity .

After the purchase I decided that we needed to find a name that could become a strong brand, so I contacted a study of the area to develop an innovative and creative project that I had in my mind. From the first study were born the two bears which for years have been the symbol of our store, then the name Jack & Jack was my idea: a boy, my classmate called me Jack, so I decided that it would become my nickname, my business card. Repeated two times, it sounded even better.

I am the eldest of seven brothers, the eldest son of Emilio and Domenica, extraordinary couple of incredible strength, father Emilio always transmitted us his great desire to work, grow and innovate, but working in at the hotel was not easy, was a constant and daily challenge.
I always admired his approach to business, I followed him and imitated him trying to do my best and trying above all to suggest new ideas that sometimes were met with confidence and enthusiasm, and sometimes discussed and criticized.

Soon I realized to be talented for trade and have a certain predisposition for business, I liked clothing, fashion, research, and I sensed from the beginning that Jack and Jack would be a thing of mine, which could grow and evolve and that in it I could develop my ideas.

Everybody liked Jack & Jack immediately, the rest is history.
For Jack & Jack I have always dealt with everything from recruitment to purchase, communication, trying not to leave anything to chance.

At first my colleagues were especially sellers, then by the time I looked for more competent and responsible figures that could support me in different areas of my business. I continue to handle Jack & Jack autonomously, relying only in case of need for appropriate advice.

Jack & Jack's philosophy is to anticipate all, transform niche products in products for common people, abandon what isn't successfull, aim high with the products but also with the numbers.

Jack & Jack has always offered the top ski clothing and denim, we were the first place in Livigno to believe in and propose snowboarding clothing and streetwear, but also the first to change when our competitors have started to sell their brands in the same sector.

By the time we focused more on citywear clothing and in recent years we focused on outerwear, a niche that we are now a point of reference for the brands offered, and for assortment.

Over the years, Livigno and Jack & Jack have changed a lot, have always offered the best and innovated constantly, attracting many families but also a young and dynamic public, especially international. During the winter are mostly foreign tourists, but the summer is the season of the Italians, two different markets that ask for different products.

For the 30th annyversary of the store the brand was associated with my face: a form of guarantee for the customer because, after all, Jack & Jack is me, with the range of products of the highest level of innovation and research that let us arrive before others.

Another plus has always been comunication : is not good enough sell products to be visible, credibility is built over time with the reality, but also giving dreams and magic.

The many events let us communicate the news and the most striking acquisitions, generating curiosity and sympathy. I'm proud of some, others make me smile, others are just dreams. For now.