I was googling “Alegria” the other day and ran across a Madrid-based company called “Alegria Industries.” (I wonder if you’re familiar with this morbid vice of googling yourself. I’m sure there’s a rude term for it.) I couldn’t resist the temptation and went in for a visit. Their website isn’t online yet; the only thing that appeared there was a short video about a fashion photography session featuring their selection of handmade hats. I’ve always felt that Spanish “alegría” was somehow more than plain-vanilla “joy,” and this video seemed to offer a peek at that something extra. It’s fun!
(Watch it full screen. These Vimeo videos look great blown up.)
Note: The Alegria Industries folks say their new website and shop will be online soon. I’m curious to see what they make besides those sombreros artesanales.