In the heart of Texas, where the spirit of the West meets Italian artistry, a young creative mind from Florence is redefining craftsmanship. Filippo Magenes, an Italian designer currently living and working in Texas, has launched Semel in Vitax, a project that embodies a unique approach to production, exclusivity, and artisanal dedication. Specializing in handcrafted western-style hats, Magenes blends traditional techniques with a deep appreciation for quality and individuality. Though the project has only recently started, it has already garnered significant attention both in Texas and Italy.
The Latin phrase Semel in vita translates to “only once in a lifetime,” encapsulating the project’s philosophy: creating a single product per client. This is not about mass production but about fostering a deep connection between creator and wearer. Magenes seeks to challenge the excessive consumerism of modern society, replacing it with a more conscious and intimate choice—one where each item is singular, irreplaceable, and deeply personal.
The “X” at the end of Vitax symbolizes the connection between Italy and Texas. The project merges Italian craftsmanship with Texan heritage, blending two rich traditions into a single artistic endeavor.
Beyond a Brand: Building a Community
Semel in Vitax is more than just a commercial brand—it is a vision that fosters a community around the concept of uniqueness and authenticity. Initially focusing on western-style hats, the project aims to expand into ties and outerwear, all while maintaining its fundamental principles of exclusivity and artisanal quality.
The Western Hat: A Symbol of Endurance
Western hats, deeply rooted in American Southern and Western culture, are more than just accessories. They are lifelong companions, designed to endure the elements and provide comfort and protection. Unlike dress hats, which are made for indoor wear, western hats are crafted with resilience in mind. Their weight ranges between 200-250 grams, compared to the 80-120 grams of dress hats, ensuring durability against weather conditions.
At Semel in Vitax, only 100% beaver felt is used to craft these hats. The production process is meticulous, taking approximately 25 to 30 hours to complete, excluding consultations and design discussions. Every hat undergoes a five-stage process:
- Blocking – The hat is shaped on wooden molds.
- Sanding – Hand-sanded with various grades of sandpaper for a velvety texture.
- Interior Stitching – Sewing the inner band.
- Customization – Defining the crown, brim, and lining according to the client’s vision.
- Final Touches – Adding unique decorations and finishing details.
A Signature Without a Label
Unlike conventional brands, Semel in Vitax hats bear no external logo. Instead, they become a shared creation between the artisan and the wearer, forming a deeply personal bond. However, each hat carries unique elements that highlight its authenticity:
- A serial number, indicating origin, month, and annual production count.
- An NTP mark, signifying North Texas production.
- A personalized internal dedication.
- A specific stitch pattern, distinct to Semel in Vitax.
- A red bow, symbolizing the project’s identity.
Since every hat is handcrafted, imperfections are embraced as proof of authenticity—no two pieces are identical, reinforcing the philosophy of uniqueness.
Exclusive Features and Limited Production
The linings are made of silk or a combination of silk and rare fabrics, with the option for hand-painted designs using traditional Japanese sartorial techniques. Decorations and ribbons are one-of-a-kind, ensuring that no two hats are ever identical unless part of a pre-agreed collaboration.
Semel in Vitax is committed to maintaining exclusivity, producing a maximum of 99 hats per year and collaborating on only two special projects annually.
Through this endeavor, Filippo Magenes is not just crafting hats—he is shaping a movement. A movement that values craftsmanship over quantity, intention over impulse, and individuality over mass appeal.
In a world driven by fleeting trends, Semel in Vitax stands as a testament to the beauty of rarity and the enduring power of true artistry.
