OUR STORY
1920s
Mario, grandfather of the current head of the family Giuseppe, in the first post-war period, now over forty years old, had to make ends meet to support his family of four children, and made ends meet by selling fabrics and junk in the surrounding squares with his hand-carted cart.
1940s
In the pre-Second World War period, Mario was joined by Giuseppina, just over twenty years old and Giuseppe's mother.
Mario, grandfather of the current head of the family Giuseppe, in the first post-war period, now over forty years old, had to make ends meet to support his family of four children, and made ends meet by selling fabrics and junk in the surrounding squares with his hand-carted cart.
1940s
In the pre-Second World War period, Mario was joined by Giuseppina, just over twenty years old and Giuseppe's mother.
These are difficult years for everyone, but Giuseppina is a strong woman with character.
She raised Giuseppe, born in 1943, alone, and, at the time, it was certainly not a walk in the park: she wanted to increase the business to cover the expenses, but she had to travel and to do so she needed a driving license.
Mario in the early 50s, with Giuseppe in the background.
Mario was now almost seventy, and Giuseppina decided to get her own driving license: at the time, in Italy, there weren't many women who had one or were even thinking of getting one (I remember that it was 1946 and, for the first time, women could vote).
Giuseppina will be the SECOND WOMAN FROM TRENTINO to get a driving license!!!
1950s
Giuseppina goes out of her way, first driving the 3-speed Balilla, transformed into a van: she goes around the nearby towns, selling fabrics, tablecloths and underwear, from Segonzano to Pinè, but also in smaller villages.
In '57 he bought a Lancia Ardea, 5 gears! Always a pickup truck and second hand: with this one he could go to the most distant markets, even in the Val di Non and Val di Sole.
Everyone knows her, she brings her father Mario with her, with the inevitable pipe in his mouth, and little Giuseppe.
Fiat 508 Balilla 3 gears (photo google)
Lancia Ardea 5 speed (photo google)
1960s
Giuseppina continues her activity with Giuseppe, who, now in his twenties, finds the beautiful Mariarosa and marries her: we are in 1966.
Giuseppe and Mariarosa from the family album
However, the business is too small for the new family, we are in the midst of an economic boom, and business has changed.
Giuseppe decides to expand, leaves the business to his mother, buys a van and ventures into the Val di Fiemme, the Val di Fassa and all the holiday resorts in Alto Adige.
Giuseppe's red truck from the 70s
Giuseppina's bench towards the end of the 70s
70's and 80's
In those areas mountain tourism is increasing exponentially, there are also Germans, but also tourists from various nations and Giuseppe decides to sell technical clothing.
In those areas mountain tourism is increasing exponentially, there are also Germans, but also tourists from various nations and Giuseppe decides to sell technical clothing.
The “Roberta Tonini”, the “Mk-Eins, the "Lafont" are very popular brands in that period, subsequently the “Carlo Mauri shirts” and the “zouave trousers” become a must, as they say now, and Giuseppe buys and resells a lot of them.
Giuseppe at the counter in Val di Fassa late 70s
Mariarosa at the counter in Trento in the 70s
In '74 Nicola was born and in '76 Alessandro and Mariarosa could not always follow Giuseppe to the most distant markets: at the end of '74 the first shop was opened, under the house, the "Rosy Sport", dedicated by Giuseppe to his Mariarosa!
A window display of the "Rosy Sport" from the 80s (window dresser Claudio)
Giuseppina in the shop in Civezzano in the 80s
In '85 Giuseppe decided to stop with the street market: it was exhausting, at the time the markets lasted all day, they started at dawn, you had to be there before 7, they always finished after 6, you put everything back in the truck and then you always returned home after 8:30.
90's
Giuseppe and Rosy first opened another shop in Pergine Valsugana in viale Dante (“il Capolinea”), then in 1990 they decided to take over, together with their friend Antonio, a shoe shop in via 3 Novembre 22 (il “Linea Donna”)
The new store, in co-ownership, will be entrusted to Amelia.
In the meantime Nicola, now twenty years old, occasionally goes to university and to the two shops, the clothing shop in Viale Dante and the shoe shop in Via 3 Novembre, but prefers the latter more.
In 1995 Antonio and Amelia decided to follow other paths: Nicola and Giuseppe wanted to continue, therefore the shop would continue to remain open, and with Nicola taking care of it: the “LINEA CALZATURE” was born.
Nicola in the shop on Via 3 Novembre, late 90s
At the end of the same year, however, the fateful postcard arrives for Nicola... he's off to do his military service!!!
The shop was therefore left to his twenty-year-old brother Alessandro, who ran it alone for a year.
2000s
The shop on Via 3 Novembre is too small and the business is expanding.
In April 2000 Nicola and Alessandro decided to move to via Crivelli, the current location, in a larger space.
In 2001, Morena, Nicola's wife, also joined the team.
Morena in September 2001 during the prim/summer 2002 Lumberjack order
The trade is constantly evolving, Nicola and Alessandro try to offer their customers the best products, alternating many brands in their shop: from the historic Valleverde (many people in fact recognize the two as " the Valleverde brothers! "), to Vainer, a historic Italian company that unfortunately closed in 2010, to the more current Salomon, La Sportiva, Scarpa and many others.
Alessandro during a summer break 2016
The latest new entry, in 2022, is Filippo, son of Nicola and Morena.
Recent news, in 2024, the opening of a new exhibition space for sports clothing and accessories, a sort of "annex" right next to the store.
New showcase/exhibition in Vicolo Alberti March 2024
Thanks to Filippo promoter and creator of the site🔝
From left Filippo, Morena, Alessandro and Nicola