About us
About Via Priva
Some ideas don't come from a meeting room. They come from a stretch of coastline, a quiet afternoon, and the decision to finally do things your own way.
Via Priva was born on the shores of Salento — two people, decades of experience between them, and the shared conviction that the fashion and design world deserved something more honest than what it had become.
The name says it all. Via Priva — a private road. Not a shortcut. Not a highway built for volume. A deliberate path, chosen freely.
40 years in the making
Behind Via Priva is 2709 Concept, a company with over four decades in the fashion industry. Our founders have spent their careers building things that last. Luigi — who describes himself, with characteristic irony, as "someone who deals in fabric" — travelling Asia and Northern Europe season after season — China, Thailand, Cambodia, Scandinavia — alongside houses like Sand Copenhagen, in search of the right materials and the right people. Riccardo designing systems and leading teams at the highest levels of enterprise technology, with a goldsmith's training that taught him precision is not a method, it is a standard. Together, building relationships with people who understand that quality is not a marketing word. It is a decision made at every step of the process.
That career taught us everything. It also taught us what we didn't want to do.
Against the current
The fashion world moved toward volume. Dropshipping. Generic products with luxury labels. Fast everything.
We moved the other way.
Every piece under the Via Priva name is produced in small quantities, from carefully selected materials, with the kind of attention that only comes from people who have spent their lives in this industry. Our silk scarves are crafted in Como from 24 Momi Satin Mulberry Silk — the highest grade available — hand-rolled, and packaged in a collectible metal tin, because the experience of receiving something beautiful should begin before you even open it.
We don't chase trends. We make things we would keep ourselves.
Sound, craft, and the other side of the workshop (coming soon)
Via Priva is also, at its core, a makers' project. Luigi and Riccardo have played music together for over a decade — the kind of musical relationship where you don't need to look at each other to make a decision. Two completely different professional lives, one shared sensibility. That affinity doesn't stay on stage. It shapes the way we work, the way we choose, and the standards we refuse to compromise on. It is what will drive our next category: handbuilt audio devices. Magnetoplanar speakers among them — a technology respected in the audiophile world for its accuracy and naturalness — designed with the same philosophy that guides everything else we make: no shortcuts, no compromise on materials, no indifference to how something looks sitting in your room.
What Via Priva is
It is a multistore, yes — but not an aggregator. Every brand we carry has a relationship with us. Elena Yoga International has been with us from the beginning. The products we develop ourselves carry our name because we stand behind them entirely.
We are not trying to be everything to everyone. We are trying to make fewer, better things — and to offer them to people who can tell the difference.
That is the private road. You are welcome on it.