In Giuliana Longo's shop-workshop, a historic venue in Veneto, a family tradition begun in 1901 is carried on: making and selling hats. Even custom-made and personalized, the varieties are endless: straw, fabric or felt, for women or men, tricorns with fantasies for carnival and costume parties, as well as the traditional gondolier's hat of woven straw, with double satin trim in summer or black cloth with a pom-pom bow in winter. Giuliana, in fact, is part of the cultural association El Felze, which brings together the trades related to the gondola, reviving the ancient mariegola of the bareteri. In addition to the preservation of traditions, there is the challenge for new, original creations, frontiers of taste and style: innovative materials and models with wrought iron inserts and three-dimensional printed structures made in collaboration with other artisans. There’s also the famous selection of "Panama": it might seem strange to buy a "Cuenca" or even an exceptional "Montecristi" in Venice, but this millinery is a guarantee of controlled origin. The owner gets her supplies directly from the source, traveling in person every year to Ecuador where she carefully chooses these famous hats: a journey in search of hats that are worth wearing.