By Juliette Laaka
ROME, Sept. 24- Style is an essential concept in Italian culture. Romans exude it with an ease that discourages many non-Italians.
If you adhere to a budget, shopping in Rome can seem a daunting adventure. The most obvious stops are ultra-chic Via Condotti, and popular chain store spectrum of Via Del Corso. But unique boutiques can be discovered too.
Charmingly quaint stores catering to any style makes Rome a shopper's haven. One tip: you have to lose yourself in the city, avoiding popular, trendier tourist places to uncover specialty stores not mentioned in guide books. Side streets spilling over with vintage garments do exist. Racks of colors and fabrics, rows of shoes and hanging gloves all compete for your consideration. Via del Governo Vecchio fits this description. It boasts shops to accommodate any interest and style. One such shop is Antica Cappelleria Troncarelli.
“Fedora,” says Andrea Troncarelli, owner of the iconic hat shop. His swift, assertive answer affirms the choice. The classic style is the darling of fifth-generation hat maker Andrea Troncarelli. He lifts a fedora from the opposite wall, and elevates his craftsmanship in the air to show. This fedora is just one of hundreds of hats adorning the shop walls, roosting like exotic birds from pegs.
Antica Cappelleria Troncarelli is a boutique of both vivacity and timeless style. Shades and shapes of incredible hats evoke the elegance and style of a bygone period.
If you're not a Roman, but rather a humble tourist avoiding motorini and searching for a glimpse of the Pope, this gem may be overlooked. Tucked away on Via della Cuccagna since 1857, five generations have managed the shop. Photographs of family members line the walls, establishing the authenticity the family holds for the trade. In a world of changing style and modern progressiveness, Troncarelli believes that quality will always prevail. And he foresees the future of his shop to be promising.
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