It is the kind of attention to detail and customer satisfaction that has brought attention to the quality of work produced by this family of hat makers for 120 years. In 2003, at the centenary of their establishment, the Tourist Board of Córdoba presented J. Rusi with the Hon. Diputación de Córdoba, an honor recognizing and including the company in a group that undertakes a mission or formal process on behalf of a larger group or community, distinguishing the company on Tourism Day for “Our One Hundred Years of Craft Work.” Also, in the same year, the Córdoba Trade Federation honored the company with the business of the year award. Quite a testament to the tradition that started with Don José Rusi.
It was Don José who, after all, started the retail operation in 1903 in an attempt to sell the hats he had been making at his factory located on Agustín Moreno street. Clearly, the quality of his hats made an impression. In but a couple of years, hats made by Don José were gaining notoriety not only in the area but outside the province. Rusi was, in short order, becoming more than a name: it was becoming a brand known for excellence.
What distinguishes a hat made by Rusi?
First of all, the hats are made in the same manner as that established by Don José all
those years ago. That means all hats are constructed using 100 percent hare hair felt, a much finer and more resilient felt than beaver
or some combination thereof.
Second, there are the shapes. After operating for more than a century, Rusi has a wide selection of hats from which to choose. These include traditional somberos worn by ranch
owners (propietarias de ranchos), bullfighters
(toreros, picadors) and cowboys (vaqueros); dress hats worn for formal dress by men and women; and more contemporary hats, such as fedoras and berets. Mario knows his hats; and, being the expert he is, upon our arrival he immediately pointed out my Stetson. “Stetson, Open Road.” Yes, I said. “Very nice hat,” he replied. “We don’t see many here.”
Third, there is the way in which they are measured. Mario does not simply ask for your size. And though there is a size comparison chart on the Rusi website, he does not simply
Opposite:
J. Rusi Storefront
Córdoba, Spain
RIght:
Don Jose Rusi,
Founder, right next to stack of hats, with family and workers.
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