The History

INSIGHT, FORESIGHT, PASSION & COURAGE

Insight, foresight, passion and courage are the main ingredients of the Seventy brand recipe, manufactured and distributed by Ca’ da Mosto, a Venice-based company; for over 40 years its men’s and women’s collections have been featured in international markets worldwide.

The history of Seventy goes hand in hand with the professional development of Mr. Sergio Tegon, a Veneto-born businessman. After working in Coin’s sales department, he decided to quit his fixed job in a structured company to establish his own brand. His risky decision was then rewarded with the brand’s success: Seventy was established in 1970 and stood out in the fashion market, aided by its products, trendy garments set to inhabit the closet of fashion lovers and more, thanks to the high quality of raw materials and techniques.

Between the early Seventies, when it was established, and the late Nineties, the company – named Ca’ da Mosto in 1986 after an ancient Venice palace – reported significant growth: in 1975 the Pepper denimwear line was launched, a successful project offering a young customer base, increasingly used to traveling and meeting different styles, refined and recognizable jeans, customized by leather details. The junior brand Pepperino, a spin-off of Pepper following the acquisition of a kids clothing manufacturing plant, and knitwear brand Balaj’ followed. The Eighties brought yet another important agreement: the licence for the production of the Cerruti 1881 Jeans collection.

Another key year in the history of the company and of the Tegon family was 1992: the Henri Cotton’s and Moncler brands entered the orbit of the then Pepper Industries (until 1998).

During this challenging and exciting period, the attention of Tegon stayed focused on the development of Seventy which started asserting itself as an all-round clothing company: way back in the early Eighties, Seventy offered a men’s and women’s total look.
As a consequence of the expansion of the reference product categories, a number of small enterprises and factories which revolved around the company grew: when in the late Nineties Sergio Tegon sold his share in Pepper Industries (Moncler, Henri Cotton’s, Balaj’), the creative focus and production facility of the company returned to the development of Seventy: the idea of Tegon was to focus on a contemporary collection, relying on creativity, seeking to predict current trends and thoroughly refined in terms of fabrics and cuts.
A contemporary collection, relying on creativity, seeking to predict current trends and thoroughly refined in terms of fabrics and cuts
The excellent market feedback led Seventy to launch, in 2000, a new brand: 19.70, especially designed for a female audience interpreting the Seventy spirit in an easy chic key.

During the last 15 years, Ca’ da Mosto saw to the development of the Seventy men’s and women’s lines in Italy and of the 19.70 line both in Italy, the main brand’s market, and abroad, starting to build a network of flagship stores and aiming for the strengthening of the brand identity on the Web, also thanks to its presence on such social networks as Facebook, Instagram and Twitter which rely on a worldwide pool of users.

The company is still a family-run business: in 2000 the three children of Sergio Tegon started working at Ca’ da Mosto, each taking a specific role, but working together in synergy and with passion on the business development. Francesca, with a BA in architecture, took the creative direction of the Seventy collections; Pierpaolo is responsible for the economic and administrative management of the company, while Giovanna is working on the sales front.

It is on this strong and unquestioned bond between the Tegon family, Seventy and the province of Venice that the success of the company has relied over the years.