Let's say it straight away: a Pitt Conrad cap costs between €100 and €170. A generic trucker costs twenty. This page exists to explain the difference — for those who want to understand it before paying it.
What you are paying for
First: the material. Italian denim, Italian cotton, 100% Italian leather for the patches. These are the materials of a tailored garment, not a promo gadget. Second: the hand. Every piece is cut and stitched by expert artisans, one at a time; patches are hand-stitched, certain details hand-painted. Third: the scale. Small batches that run out — not containers that arrive. Each of those three choices multiplies costs. Each one can be seen and felt in the finished piece.
What you are NOT paying for
In a fast fashion price tag, production is the smallest line: you're paying for planetary advertising, stores on the world's most expensive streets, warehouses of unsold stock and the permanent discounts needed to empty them. Our price has none of those lines: there's a workshop, raw materials, and the people who work them. It's a higher price, but a more honest one — you know where it goes.
The real maths happens over years
The twenty-euro cap doesn't cost twenty euros: it costs twenty euros every time. It loses its shape, the print peels, you replace it — and by the end of the cycle you've spent as much as one well-made piece, with nothing to show for it. Denim ages in the opposite direction: the more you wear it, the more it's yours. Buy once, buy something that lasts.
It's not for everyone — and that's fine
If a cap is a disposable accessory to you, fast fashion does its job and we won't judge. But if you're tired of objects identical to millions of others — and you want the things you wear to say something about you — then the workshop is open. Small batches: when it's gone, it's gone.