Reda has been producing luxury fabrics in Biella, Italy, since 1865. Now the company is on a worldwide journey to mark its 150th anniversary. That journey started with an event in Milan in February, followed by one in London and then New York. It will continue to Berlin in November.

This story first appeared in the August 5, 2015 issue of WWD. Subscribe Today.

“We thought we would go where our customer is,” said Ercole Botto Poala, chief executive officer, at the New York event. “So we went to our most important markets to celebrate.”

To commemorate the milestone, Reda partnered with The Woolmark Co. on a multisensory exhibit showcasing the process that takes merino wool from raw fiber to finished fabric. The exhibit included photographs commissioned from the Magnum Photos Agency that will be used in a book, “150,” to be released later this year as a tribute to the company.

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