Our story
Born in the South.
Raised with pride.
Open to the world.
Tattà Shop is the marketplace for brands from Southern Italy. We were born to prove that doing business in the South isn't just possible — it's extraordinary. Every product you'll find here tells a story three thousand years in the making.
"I didn't want to be a tourist in my own city.
I wanted to be one of the cogs that keeps it moving."
2010 — The starting point
Like so many, he left.
Christian Barone graduated in Engineering in 2010. Like thousands of young people from the South every year, he moved north to find work. And he did: multinational companies, consulting, a career. Everything you're supposed to want.
But every weekend he came back to Naples. And every Monday, heading off again, he felt something was missing. Not a job. A reason.
2014 — The return
Then he decided to stay.
In 2014 Christian left everything behind and returned to Naples. It wasn't a romantic escape — it was a calculated bet. The idea was simple yet ambitious at the same time: build something that celebrates his own city, through creativity and design.
"Our people are great. Every one of our habits, our ways of being, of speaking, is the fruit of a history spanning over three thousand years. I'm proud to have built this project and bet on e-commerce. We like to think local and act global."
Napoli Tattà® was born — the first co-creative brand of Southern Italy. Not just t-shirts: a manifesto. Every design tells something about Naples: San Gennaro, Maradona, Vesuvius, the Kingdom of the Two Sicilies, cazzimma (that streetwise Neapolitan grit and cunning), babà, and percoca soaked in wine.
The name
Why "Tattà".
In Neapolitan dialect, tattà means doing things quickly, with agility and sharpness. When you need to get something done and you want to do it right away, well, without wasting time — you do it "tattà". It's a slang word that holds a whole philosophy: quick thinking, fast execution, practical intelligence.
That's exactly what we wanted to be. And what we ask of the brands that join our ecosystem.
Since 2020 — The evolution
From brand to marketplace.
Over time, Napoli Tattà® grew, gathered fans, appeared in the press, was worn by public figures. But Christian realised the real potential was bigger: not just one brand, but a platform for all the brands of the South.
Tattà® Shop was born — the marketplace of Southern Italy. A place where Campanian artisans, Neapolitan designers and small businesses from the South find a digital showcase. Where buyers find authentic products, made with care, full of history.
Our values
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01 Identity above all We don't sell generic products. We sell stories. Every item on Tattà Shop is an expression of identity — cultural, geographical, emotional. |
02 Doing business in the South Proving every day that Southern Italy is a place where you can create, grow and thrive — without having to go elsewhere. |
03 Co-creation Our products are born from collaboration with artists, designers and craftspeople. Not a single voice — a chorus. From the South, with love. |
Milestones
2010
Engineering degree
Christian Barone graduates and moves north to work for multinational consulting firms.
2013 – 2014
Collaboration with The Jackal
Back when The Jackal were still the Neapolitan collective taking YouTube by storm, Napoli Tattà produced and distributed their official merchandise through its own website. One of the brand's earliest collaborations, born between two Neapolitan realities who shared the same drive to build a business with irony and identity.
2014
Return to Naples — Napoli Tattà® is born
The first co-creative brand of Southern Italy. Identity-driven t-shirts, 100% Neapolitan design, a "from the South with love" philosophy.
2020
San Gennaro Day Award
At the Politeama Theatre in Naples, Christian Barone received the San Gennaro Day Award — the event with artistic direction by Gianni Simioli, whose honourees also included Stefano De Martino, Marisa Laurito and Lapo Elkann. The citation: "To Napoli Tattà and Christian Barone, for a rigorous entrepreneurial creativity that never gives up its colours or its Neapolitan madness."
2022
Tattà® Shop is born
The marketplace evolves: from a single brand to a platform for all the brands of the South. Craftspeople, designers and small businesses from Campania find their digital showcase.
2024
Tumbulé — the tombola with Latte Berna
Napoli Tattà® creates Tumbulè, That's Napoli — a limited-edition tombola (the Neapolitan bingo game) born from a collaboration with Latte Berna, a historic Campanian brand of the Parmalat group. A collector's item celebrating Neapolitan traditions and the bond between two brands rooted in the identity of the South.
A t-shirt for every story
Our t-shirts have been worn by so many.
Over the years, we've had the honour of delivering our t-shirts to some of the great names in Italian culture, music and entertainment. People who chose to wear a piece of Naples — and carry it out into the world.
Roberto Vecchioni
Singer-songwriter and poet
Luciano De Crescenzo
Neapolitan writer, filmmaker and philosopher
Fiorella Mannoia
Singer-songwriter
Luisa Ranieri
Neapolitan actress
Andrea Sannino
Neapolitan singer
and many other names in Italian culture…
The founder
Christian Barone
Founder and CEO, Tattà® · Engineer
Born in Naples in 1984, raised between Vomero and Pianura. An engineer by training, an entrepreneur by passion. He worked for years at multinational companies in the North before choosing to return and invest in his own city. He sees the South, and its young people, as his future. With Tattà® he has built an ecosystem that proves, every day, that doing business in Southern Italy is a brave and winning choice.
In the press
"To Napoli Tattà and Christian Barone, for a rigorous entrepreneurial creativity that never gives up its colours or its Neapolitan madness." — Official citation, San Gennaro Day Award, artistic direction Gianni Simioli
"Naples' answer to the big home-delivery giants. A company that offers its people contracts with full protections."
"A co-creative brand that champions the excellence of Neapolitan businesses, born from a young entrepreneur's passion for his home city."
"I don't want to be a tourist in my own city, I want to be one of the cogs that keeps it moving." — Christian Barone
Become part of this story.
Are you a customer, a craftsperson, a designer or a brand from Southern Italy?
There's a place for you in the Tattà® ecosystem.
From the South, with love. — Tattà® Shop