Episode8: For Those Who Express Their Happiness and Pride Through Clothing — The Mission and Style of Reda’s CEO
Sunday, September 7th, 2025
Featuring: Ercole Botto Poala
Clothing That Speaks Like Words
“Good clothing is the kind that speaks for you.” With calm humor, Ercole Botto Poala, the fifth-generation CEO of Reda, a historic woolen mill in Biella, Italy, shared his philosophy with us. His presence in a suit is effortless, yet full of dignity and warmth. Born into the world of fine fabrics — the upstream of the suit industry — clothing and life have never been separate for him. From a young age, the air of the factory and the feel of yarn and textiles were a part of his everyday life. Raised in such an environment, it’s only natural that he sees good clothing not just as something to wear, but as a reflection of one’s philosophy, pride, and emotional state. What he shared about the connection between life and clothing blended business conviction, paternal warmth, and deep personal pride in his style.
No Tie on the Red Carpet, But Never Without a Pocket Square — That’s My Style :Balancing the formality of the event with the summer’s warmth, Ercole Botto Poala (pictured left, alongside with Massimiliano Benedetti) offers a refined example of warm-weather dress-up. A soft yet respectful style that perfectly embodies his sartorial ethos.
The Pursuit of All-Around Sustainability
Reda is not merely a fabric manufacturer. Its vision extends far beyond environmental and animal welfare — encompassing employees, their families, local communities, suppliers, customers, and all stakeholders. Their goal is to be a truly sustainable company. “Being sustainable doesn’t mean being kind to only some. It must be viable for customers, employees, suppliers, the environment, and even financially for the business itself.”
Choosing Innovation Over Comfort
Founded in 1865 and celebrating its 160th anniversary in 2025, Reda is a symbol of tradition. Yet, listening to Ercole, one quickly realizes that Reda’s legacy is not about resting on its past but about embracing innovation. While remaining deeply rooted in the local community, Reda continues to transform itself — a spirit that led to the development of Reda Active. This willingness to look beyond the past and envision the future is, in fact, Reda’s truest tradition.
Words and Wardrobe — A Leader Who Embodies Tradition and Innovation”: In his double-breasted suit, Ercole stands as a symbol of Biella’s heritage fused with modern leadership. His presence adds authority to his words as he speaks of Reda’s future.
Reda Active — Innovation Born from Crisis
Another key element of Reda’s identity is its commitment to innovation. While staying true to its heritage, Reda actively develops functional fabrics that meet modern needs — the clearest example being Reda Active. In 2009, during the global financial crisis, Ercole reflected on their identity: “Who are we, really?” As true wool experts, they re-evaluated the inherent qualities of wool — breathability, moisture absorption, elasticity, thermal regulation — and realized it could be redefined as a sustainable alternative to synthetic fibers. Thus, Reda Active was born — a technical wool capable of thriving in sports and activewear environments. “Technology may change how we wear clothes and experience them, but the power of wool as a material remains constant.” His perspective is not limited to fabric — it encompasses the experience and lifestyle of those who wear it.
A Suit for a Very Real Reason
“I have a bit of a belly, you see. So while Reda Active’s activewear is excellent, for work, a suit always makes me look more fit. It’s the style I trust most.” Ercole smiles as he shares his personal style. He prefers double-breasted suits, no-break trousers, narrow lapels, and matching shoes and belts. Reportedly, he owns a large number of blue suits — a fitting wardrobe for the head of one of the world’s most prestigious wool mills.
A Suit That Speaks of Respect and Confidence — A Gentleman’s Armor: “When I’m concerned about my shape, I wear a suit.” For Ercole, a suit is a versatile uniform — one that not only sharpens the silhouette but also sharpens the mind. It reflects both his respect for the occasion and his pride in self-expression.
Missing the Tie at Summer’s End
This summer, Ercole spent his days in casual wear, not wearing a tie. But as his holiday ended, he found himself missing it. “In New York, I found a wonderful tie and couldn’t resist buying it. I’m really looking forward to wearing it this fall.” That gentle shift in his desire to dress with the seasons reveals his instinctive appreciation for style — another charming trait.
A Souvenir from New York That Makes You Long for Autumn:For Ercole, choosing a linen-silk blended tie is his way of staying comfortable and elegant even in lingering summer heat. His dedication to material selection ensures that comfort and elegance coexist seamlessly in every outfit.
Dress Code: Authenticity
One summer evening, Ercole attended a friend’s daughter’s 18th birthday party. While most guests were dressed casually, he chose a white wool-linen suit. “It was a beachside gathering — everyone was barefoot, sipping aperitivos. But I wore a suit. Because that felt like me.” To him, dressing with authenticity means more than simply following the dress code — it’s about finding harmony between one’s body, mood, and the spirit of the occasion.
In the picture, Ercole Botto Poala with his wife, Lucia Bianchi Maiocchi, at Reda’s booth during Milano Unica, July 2025. Wearing This Season’s Maroon Lightly: This wool-linen setup strikes the perfect balance between dress and ease. Even without a tie, the double-breasted silhouette holds presence, while the no-break trousers and sleek sneakers offer a modern, relaxed elegance.
Morning Rituals with His Daughter
One particularly touching story is of his daughter, who, at the age of nine, used to choose his tie every morning. “To be honest, her color combinations were a little adventurous at first (laughs). But even for the most important meetings, I wore whatever she picked.” Good clothing isn’t just about appearance — it reflects one’s values, relationships, and approach to life. This story perfectly embodies our column’s message: Good Clothing Can Change Your Life.
Clothing as Respect and Pride
“Reda’s values are rooted in respect.” Ercole treats fabric not as a product, but as a story woven with people — from sheep farmers to suppliers, tailors, clients, and their families. Every relationship is respected. This respect extends not only outward but inward, through how we dress ourselves. “People naturally want to show, through their appearance, that they’re doing well — that they’re happy. Clothing is a reflection of our emotional state.” Reda strives to deliver fabrics that capture that pride and feeling — not just to clothe the body, but to affirm the spirit and quietly communicate respect to others. That, it seems, is Reda’s true mission.
The Pride of Biella — The Soul of Made in Italy
In 2025, Reda will celebrate its 160th anniversary. The factory is located in Biella area, northern Italy — a region blessed with abundant, soft water ideal for textile finishing. “People say our fabrics are soft — not because we were special, but because the water was. Geography helped shape the industry.” In his voice, you sense both pride and humility. Nature, tradition, technology, and people — it’s the delicate balance of these elements that has given Biella’s wool global renown. Italy now stands as one of the world’s top menswear-producing countries, home to countless factories and tailors. But it is the grounded craftsmanship and fearless innovation of companies like Reda that uphold this reputation. That is now clearer than ever.
“Style is about balance — even in the smallest details.”
In a soft light grey suit, Ercole Botto Poala pairs a pale blue tie with a matching pocket square, creating a look that feels both fresh and composed. It’s a subtle, airy harmony — one that reflects not just good taste, but also an instinctive understanding of what suits both body and occasion. His relaxed posture and gentle smile remind us that true leadership doesn’t shout. It shows up with clarity, consistency, and quiet confidence.
The Power of Clothing to Accompany a Life
Clothing that’s mindful of the environment, connected to communities, shared with families and teams — and aligned with our feelings and bodies. Such garments uplift every stage of life. In the strong yet gentle presence of Ercole leading Reda, we are reminded of the future of clothing — and its true power to change lives.
Author: Miyuki Kitagawa
General Manager of VESTA by John Ford, a bespoke tailor in Ginza, Tokyo. Native in Japanese, fluent in English, Italian, and French, she has 25 years of experience as a menswear expert. Known for her exceptional eye for quality fabrics and craftsmanship, she serves a clientele that includes top executives, politicians, and ambassadors worldwide. Even former Italian ambassadors to Japan have praised her work. She frequently contributes to fashion publications and has a deep knowledge of sartorial history. Her favorite food is fugu sashimi (tessa). https://johnford.co.jp/
