A Roman Institution Since 1857
Some shops sell products, others preserve traditions. Tucked away on Via della Cuccagna, near Piazza Navona, Antica Cappelleria Troncarelli has adorned the heads of stylish Romans since 1857. Step through its doors and the hustle and bustle of the present day seems to fade away. Surrounded by polished wood cabinets, stacks of hats of all shapes and sizes and vintage photographs of famous customers, it’s easy to imagine legendary filmmaker Federico Fellini, one of the shop’s most loyal customers, dropping by in search of his next hat.
Today the business is run by Andrea Troncarelli, the fifth generation to continue the family tradition, a tradition that has spanned more than 165 years.
A Historic Workshop Where Tradition Lives On
Workshop photographs courtesy of Andrea Troncarelli.
One of the most special parts of the shop is the historic workshop in the back, complete with vintage hat blocks, traditional tools and equipment. Not only does it offer a fascinating glimpse into the craft that has supported the business for generations, but it also serves as a reminder of an era when a fine hat was considered more than just an accessory — it was an investment to be restored and maintained to last for decades.
Yet for Andrea Troncarelli, the true heart of the business is neither the workshop nor the collection of hats. “The most beautiful and rewarding part is the relationship with our customers. We have loyal clients who return every year, and even families who have been coming to us from father to son.”
From Federico Fellini to Full Metal Jacket
The clientele has always reflected the shop’s reputation. In addition to generations of Roman gentlemen and stylish visitors, other notable customers include Italian folk legend Francesco Di Gregori as well as Jack Nicholson. The store also created the campaign hat worn by Gunnery Sergeant Hartman in Stanley Kubrick’s Full Metal Jacket, adding yet another chapter to its remarkable history.
Hats for Every Season and Style
The breadth of the selection is impressive. Alongside prestigious brands such as Borsalino and Stetson, visitors will find Panama hats, classic fedoras, baker boy caps, linen flat caps, refined straw boaters and beautiful woven summer hats in a wide array of shapes, styles and colors. Women’s styles range from timeless Panamas and cloches to sophisticated wide-brim sun hats, colorful contemporary designs and practical chin-tie models. They also offer their very own line of Troncarelli hats both men and women, and a thoughtful detail I appreciated was the possibility of having a chin tie ribbon added to a Troncarelli design I picked out for myself, so that it stays secure on my head when I cross the Tiber on windy days without sacrificing elegance.
Preserving Craftmanship in a Changing World
Like many historic businesses, Troncarelli has adapted to changing times while remaining faithful to its core identity. Andrea acknowledges that modern retail brings challenges on everything from navigating online sales to Italy’s increasingly prolonged discount seasons. Nonetheless, the shop continues to thrive thanks to something that cannot be replicated online: generations of expertise, exceptional craftmanship and genuine relationships with customers.
In an age of fast fashion and disposable accessories, Antica Cappelleria Troncarelli reminds us that true style is timeless and that are still places where craftmanship is still passed lovingly from one generation to the next.
