From a ski and recreation sports clothing line in the 70s, Moncler became the uniform and the most sought-after, not to mention most expensive item, of the young Italian fashion craze of the 80s.
Soon enough all the kids in Italy wanted, amongst many other brands, Timberland Boots, Levi's Jeans, and Moncler Down Jackets.
Of course, I couldn't resist the call of fashion, and at 14 years old I was able to convince my father to buy me a pair of Timberland shoes that were so expensive (at least for the small town I was from) that all my neighbors knew about them.
But I never got my hands on a Moncler down jacket. It was just way too expensive! I bought the Levi's, the Naj-Oleari, the Best Company... but the Moncler escaped me.
And when in the late 80s, the paninari started disappearing, the Moncler's glory dwindled down with them.
But such a good product could never die completely, and now in 2007 Moncler is sailing upwind once again.
I visited their website "Moncler" and found many interesting jackets and coats,
but with prices starting around $900 I still can't afford them!