When innovation meets history, it takes on a deeper meaning: it becomes the conscious preservation of the past and a tangible vision for the future. This is the foundation of HOW—a project that doesn’t just narrate what Italian enterprises represent, but reveals how their values are passed on and reimagined across generations.
The Associazione Marchi Storici d’Italia embodies this vision. It doesn’t merely protect iconic names—it safeguards identities, production roots, and expertise that have shaped the nation’s growth.
Within these companies, innovation means protecting what time has made authentic while opening it up to change, to new cultures, languages, and generations.
And this is the heart of HOW: turning memory into inspiration, tradition into future, and heritage into shared culture.
Every historic brand tells a story that goes far beyond a product. It conveys a way of thinking, of creating, of being an enterprise.
HOW collects these stories and reinterprets them with a fresh perspective—connecting entrepreneurs, young people, and local communities in a narrative that celebrates what endures, evolves, and continues to generate meaning.
Because the most powerful form of innovation is born from knowing who we are—so we can become, day by day, something even greater.
