The new book by Federico Marchetti with a foreword by Giorgio Armani will be released on September 9th. The book “The Geek of Chic: An American Dream Italian Style” (304 pages, $ 18.99 (around 17.50 euros)) is published by the American publisher Post Hill Press. It is described as an “inspiring story full of success, mistakes, honesty and what is necessary to start at zero”. The aim is to encourage everyone who wants to change the world.
At the beginning of the year 2000, Marchetti secured a Benchmark investment, which was difficult for millions, a risk capital company. He transformed them into the Yoox Net-A-Porter Group (YNAP). This was later sold to Richemont for six billion US dollars (around 5.5 billion euros), the Swiss group, which belongs among others.
In the introduction of the book it says: “Marchetti found his recipe for success by combining the technical skills of Silicon Valley with Italian creativity and humanism.” His business approach is based on this Italian DNA. Nevertheless, Marchetti led fashion into the twenty -one century by building the first Italian Unicorn in a country that lacked digital infrastructure and technological culture.
Marchetti’s history unfolds against the backdrop of European landscapes: Milan, Comer See, Venice and the English royal palaces. His journey begins with a difficult childhood in Italy. It touches many of the most important moments of the international economy in recent decades. From work in the Twin Towers to studying at the Columbia Business School to the establishment of a start-up shortly before the dotcom bubble burst. On his way he encounters the most influential personalities of the Tech world: from Jeff Bezos to Bill Gates to Mark Zuckerberg.
The introduction of the book concludes with the words: “Marchetti is the only member of the board of Armani, who is not part of the family, visits fashion shows and invests together in films by Luca Guadagnino.” “The Geek of Chic” is as inspiring as it is entertaining, full of style, surreal situations, unexpected events and moments of the ‘Sliding Doors’.
The New York wrote about Marchetti: “Nobody did more than Federico to bring e-commerce into the fashion world.” The New York Times called him “the man who brought fashion online”. In 2021, the then Prince of Wales, today’s King Charles III, asked him to take over the chair of the Fashion Task Force of the Sustainable Markets Initiative. Marchetti and King Charles, who share a common passion for craftsmanship and education, also designed the ‘The Modern Artisan’ project in 2018. This initiative created an ongoing cooperation between the King’s Foundation (formerly The Prince’s Foundation) and Ynap. It is intended to encourage young students and artisans: to create sustainable luxury with data and technology.
This article was used with digital tools translated.
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