Written by Rakelle Maurici in Brands on the 21st November 2014

The still family owned business, based in Brescia Italy, is one of the longest serving brands at over 500 years old. Having begun in 1526 and more formerly, (however still known) for their firearms for civilian, military and law enforcement purposes, Beretta has always based their clothing around the shooting and outdoor experiences. This month Beretta have released an exciting video under ‘Human Technology’ (below) to celebrate the uniqueness of each Beretta premium gun.

Created by Ancarani Studio, the movie director is Yuri Ancarani and the creative director is Paola Manfrin. It reveals through the minutia of the manufacturing process, the genesis of a luxury Beretta shotgun. You’re taken on a journey through multiple robotic rooms through five centuries of Beretta’s history, culminating in the final assembly by the gunsmith, ever the wise guardian of the art of manufacturing. 

A strong and emotional short film, utilising the soundtrack of Bartolomeo Sailer, who starting with the beat of the factory, creates an intense atmosphere, the music building to a climax, when the shotgun is symbolically passed into the hands of the customer. Human Technology is a singular and symbolic movie, its cast entirely made up of Beretta workmen, thus illustrating the perfect synthesis between craftsmanship and technology.

This season, Beretta has increased their versatility and weight of their clothing for optimum comfort of the enhanced Beretta Layering System. They have introduced new functional details like the pull-out high visibility back panels and the new back-packable jackets. 

The Fall Winter 2014/15 collection lets you freely combine different pieces to make your own custom outfit, matching different levels of protection to cater to your own need. 

Vintage Years Collection by Larusmiani Larusmiani

The Italian company founded by the Miani family in 1922, has rewritten the history of cotton, ennobling it with exquisite blends such as linen, silk and cashmere and developing innovative finishes to meet the most demanding requirements in men’s tailoring. 

The Vintage Years collection is enhanced by a capsule collection designed and produced together with Larusmiani. The collection includes the men’s Franciacorta jacket: a four-season outfit with strong and distinctive features, all made from a honeycomb fabric with matt finish for a beautifully designed vintage effect.

Camo Lifestyle 

Inspired by nature, developed by technology, designed for lifestyle. Beretta has begun a new world of camouflage fabrics with its own urban camo pattern. The design is the result of a researched process, based on the company’s on-hand experience in the sphere of functional camouflage. 

Beretta takes inspiration from digital camouflage and transforms it into a distinctive pattern that expresses the brand’s love for nature and distinguishes it from any kind of fashion trends. It is not just a graphic process, but also the result of advanced research into the colours and overlapping shades that creates depth and enhances the natural character of garments and accessories. 

TechComf 

A new line of technical boots specifically made for comfort, control and protection with an outstanding design. The TechComf boots are ‘Made in Italy’ and have the most up-to-date technology; from Gore, Vibram and Ortholite, perfect on almost any terrain. The collection consists of 6 models dedicated to hunters and hikers, developed for different activities, from dog training to hunting and trekking, plus a cross model for city life.

This month alongside their latest range Beretta have released an exciting video under ‘Human Technology’ to celebrate the uniqueness of each Beretta premium gun. The movie is created by Ancarani Studio, and directed by Paola Manfrin which shows the exact manufacturing process behind a luxury Beretta shotgun. You’re taken on a journey through multiple robotic rooms through five centuries of Beretta’s history, culminating in the final assembly by the gunsmith, ever the wise guardian of the art of manufacturing. 

Accompanied by the soundtrack of Bartolomeo Sailer, who begins with the beat of the factory, creating an intense atmosphere, the music builds to a climax, when the shotgun is passed to the hands of the customer. ‘Human Technology’ is a strong and symbolic movie, the cast is entirely made up of Beretta workmen, illustrating the perfect combination between that of craftsmanship and technology.

Discover Beretta, the Itlian company since 1526 known for their firearms and outdoor clothing such as their new TechComF and Orholite fabrics.