Federico Curradi stumbled into fashion by chance. It wasn’t glamour and glitz that lured him in. Rather, the opportunity to work with a malleable matter to create something with the hands, starting from scratch. The joys of craft and the unique manual knowledge that comes with centuries-old artisanality is what he absorbed since day one in Florence, the city where he was born in 1975, and the city where he still lives and works.
After art school, Federico Curradi apprenticed in a tailor’s workshop, where he first learned the secrets of the trade. Very young, restless and reckless, he soon felt constricted by his hometown, and moved to New York City. Here, almost as a pastime, he started creating a series of men’s trousers which led to the development of a full eponymous collection. Meeting with immediate success in directional boutiques across the Big Apple, the fateful accident evolved into a proper career as a fashion designer.
Federico lived in NYC for a while. The quintessential metropolis, with its unique rhythm and lifestyle, left a permanent mark in his imagination. Mixed with a distinctively Italian sense of craft, the Newyorkese imprinting translated into a singular aesthetic, at the cross of urban ease and evolved tailoring.
Returning to Italy, Federico was swiftly scooped by Ermanno Daelli who entrusted him with the creative direction of the Ermanno Scervino menswear collection. Experiences as head of the menswear at Roberto Cavalli and then creative director for menswear at Iceberg ensued, together with consultancy jobs for heritage brands such as Dunhill.
With this unique baggage of experiences, Federico Curradi today joins Peuterey as creative director of the newly-launched Peuterey Studio line. The new endeavor suits his creatively layered personality, mixing urban functionalism, extensive fabric research and a quest for authenticity that’s the running thread of everything Federico Curradi has done so far.
For Federico Curradi fashion should have a real impact of the daily lives of real customers. Peuterey Studio is the ideal territory to explore this progressive concept.
An outsider at heart, he currently lives in the thick of the Florentine countryside, immersed in nature, in a barn crowded with wolves and horses. The balance of rural and metropolitan life keeps his imagination going.
There’s a Cherokee story about two wolves, and it serves as an excellent parable. It goes something like this:
One evening, an elderly Cherokee brave told his grandson about a battle that goes on inside people.
He said, “my son, the battle is between two ‘wolves’ inside us all. One is evil. It is anger, envy, jealousy, sorrow, regret, greed, arrogance, self-pity, guilt, resentment, inferiority, lies, false pride, superiority, and ego.
The other is good. It is joy, peace love, hope serenity, humility, kindness, benevolence, empathy, generosity, truth, compassion, and faith.”
The grandson though about it for a minute and then asked his grandfather, “which wolf wins?”
The old Cherokee simply replied, “the one that you feed.”