White teeth have always been thought the hallmark of vigor and good health: the Egyptians, the Greek and the Romans come up with the first toothpowders, from a flower, resin, and abrasive substances base. Recipes multiply thereafter. Most are homemade remedies mixed with burnt bread, coal or ground-down bricks. We have to wait until the end of the nineteenth-century to get a real and proper revolution: in 1893, when doctor Washington Sheffield makes the first paste in a squeezable tube (up until then you could only buy toothpaste or toothpowder in glass jars). A few years later Colgate starts large-scale selling, taking charge of the global market. Toothpaste in a tube arrives in Italy with American soldiers, immediately entering the post-war lifestyle: the economic boom drives several pharmacies to whip up new recipes that enhance people’s smiles. The Marvis formula arrives in the 50s, among various others: a toothpaste in an elegant, metallic tube. The Florentine company Ludovico Martelli, est. 1908 as a distributor of eau de cologne and producer of beauty creams, takes ownership over in the 90s, adding to a new mint-flavored aesthetic to smiles. Today the company is in its fourth generation, and continues in its traditional production, combining dentifrice paste in seven different and brightly colored flavors. A contemporary rainbow that, starting from Italy, has spread across the world to become an icon of style in oral care.
Fattobene means well made in Italian. It is an online shop and a platform to archive and sell Italian everyday archetypes that have a long history.
We travel through Italy to discover special and unique items, like art déco soaps and modernist saffron packagings, old time candies and niche farmers' textiles that have been producing the same way for hundreds of years.
We want to create a place where people can relax and read interesting stories about objects that are difficult to find anywhere else.
The result is a cutting edge collection of timeless items that improve with age and create an atlas of Italian material culture.
Fattobene is curated by Anna Lagorio, journalist, and Alex Carnevali, photographer.
Visual identity and web design by AV.
If you have questions, want to suggest new items or simply say hello, please send an email to email@example.com
If you are a journalist, you can download our presskit here or write us at firstname.lastname@example.org
Go to the shop now: http://shop.fatto-bene.com/