NEO.B-Lab S.r.l.

Earth, Sea, Air.

It is a true celebration of the wildest angles of the territories in which Doria was born. It is a creative journey which departs from the re-interpretation of the Heritage to arrive at the re-innovation and “refreshment” of the products which are a distinctive signature of the Maison.

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Rewriting the style to take the excess away. Interpreting a new “standard” to make it authentic. This is the pay-off of the new collection by Doria.

The road is the source of inspiration and it describes the pathways in history. Not only does it evoke the West but also the road of the Beat and rock generation, and it becomes the manifest of evolution and transformations. It communicates the journey as style, with its essence, its way to wear a hat as a companion for adventures. Along the road travelers, styles, dreams, and adventures cross each other.

This time, Doria takes on a journey through time, on the road, crossing and interpreting its must with standards of “clean” and “updated.” A journey which leads to the most authentic soul of Doria.

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The brand Doria was founded by Sabino D’Oria in 1905, product of the precious work in a sartorial laboratory situated in the middle of the city of Maglie, in the heart of Salento. The company soon became unique due to the continuous effort in producing its handmade high quality hats, with constant attention to the care of the details, the styles, and the trends of the moment. These distinct elements of the company allowed it and its brand to differentiate themselves and to create their own specific identity. Over time, the toponym D’Oria became in the actual denomination “Doria”.

In 2012, the company launched a restyling project of the product and the brand, rebaptized as Doria 1905 in honor of its prestigious history. Today the company has a staff made of a business department, a Style section, 30 specialized employees and a Lab. entirely dedicated to the prototype for the brand Doria 1905 and for private label clients.

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