Brand Profile
The Chemellos’ story is bonded to the Jeans. In Italy, in Vicenza, in 1967.
The company was founded by Urbano Chemello, father of the current owners: Roberto, Paolo, Pier Luigi and Maria Luisa. During those years the market demanded new styles and young people used to buy classic ones to reinvent and make them more fashionable, pushing away the look and features of the jeans from the work suit that marked its production and expansion since the 1930s.
Even from this side of the Atlantic, some people perceived this new need and Urbano, as a true pioneer, got involved and reinvented the product giving life to the “TRAMAROSSA” idea. From tailor to third-party producer for some important companies of the area, he was among the first entrepreneurs to manufacture his own jeans collection and sell it in a territory that soon became the core of the Ventian Denim District. During the last twenty years, with the gradual passage of the baton to the second generation, the Chemellos have launched the TRAMAROSSA brand expressing the Made in Italy excellence and intensifying its features through iconic symbols.
With the recent rebranding, the red thread was given the task to represent and communicate the items’ strong personality – placed in strategic positions to highlight details of uniqueness. The red WEAVE characterizes the selvedge jeans. Since the beginning, the project was born to create jeans using only that fabric, for real enthusiasts.
After all, this is a “romantic” and charming story but it soon felt the need to be supported by a reliable industrial organization in order to provide high quality and service: the transformation from a tailored product idea to a Luxury product. From the tailoring touch, the guarantee of well-finished and top-quality products remains. While the Luxury component allows to reach a wide target audience even in terms of age range. Clients who cherish quality and love wearing special jeans which represent their unique personality.