Meet designer Mr Max Poglia in the second instalment of our GREY GOOSE® Vodka series.

In a fast-paced world obsessed with modernity, Mr Max Poglia is a designer with a difference. He has carved a niche for himself making things – handcrafted knives, vegetable-tanned leather bags, brass goods – that focus on heritage and hark back to “simpler times”. And his products are of such a high quality that his customers are prepared to wait for them. “We often work with a two-to-three-month-long waiting list,” he says. “But people are always willing to wait because they understand and value the craftsmanship behind the product and the story. I love that.” Mr Poglia’s meticulous approach to his work in the pursuit of an extraordinary product is akin to the Fly Beyond spirit of GREY GOOSE® Vodka – which undergoes more than 550 daily quality controls – making the brand and the designer well-suited partners for this series.

Mr Poglia designs everything in his studio in Brooklyn (where he is based) and he has a workshop in the south of Brazil (where he was born). “I always like to say that Poglia knives are handled by eight hands,” says Mr Poglia. “From the initial design to the final polish.”

When he started out (his first products were unveiled at New York restaurant Buvette in 2011), Mr Poglia sold his wares through Instagram – a platform where he now commands more than 86,000 followers. But his painstaking approach to production gained him notoriety, and the opportunity to sell through a variety of department stores. “Poglia began because I wanted to introduce ancient materials into the modern world,” he says. “I love the idea of ‘imperfect beauty’ – of handcrafted products and natural materials. We try to keep everything as simple and organic as possible. We love to preserve the distinct markings on the materials we use as a reminder of the past... We’ve collaborated with select brands over the years, namely Old Joe (Japan), MadeWorn (LA), and Ascari Bicycles. We also work with a variety of retailers as well: Barneys, ABC Carpet and Home, The Apartment by The Line.”

As consumers become increasingly sophisticated, they care more about the quality, authenticity and craftsmanship of products. Mr Poglia’s philosophy – to keep everything simple and organic - is something GREY GOOSE® Vodka also identifies with. For example, GREY GOOSE® Vodka’s creator, Mr François Thibault, is inspired by working with some of the finest, yet simple ingredients France has to offer – such as high-grade winter wheat used in world-renowned French bread and pastries; and spring water from a well in Gensac-la-Pallue, Cognac

So, what are Mr Poglia’s other inspirations? The designer moved to New York from Milan in 2008 and found he could, despite it being a busy metropolis, find joy in nature. Having an apartment which overlooked Central Park certainly helped. Such is his fascination with the outdoors and the elements – he has implemented them into his production techniques. “Our signature bag, The Poglia Porter, which has the ability to hold a hat, is made using a process we’ve coined the ‘weather-aging’ process – where we expose our bags to the elements so they develop a natural, unique patina.” Indeed, Mr Poglia is a pretty resourceful man when it comes to working with what’s around him. “We did a recent collaboration with Ascari Bicycles where we sourced reclaimed steel from abandoned Brooklyn bicycles, and then forged them into knives.” His grandfather, Mr Attilio Poglia, is another important influence on his work. “He owned a hardware store for more than 50 years. I still have the knives he made for the store’s 35th anniversary.”

His new office, The Space NYC (where we photographed Mr Poglia), is facilitating some ambitious plans for Poglia. “It’s a storefront, workshop and highly-curated showroom,” he says. “It also serves as a brand incubator and exhibition space. It’s a workspace and HQ all in one. To have room for all of that in NYC is a luxury. One of my favourite ‘features’ is the pop-up exhibition space we’re curating; it will double up as a pop-up venue for our favourite brands, and as an open gallery for artists we admire.  Our first exhibition will feature the work of fashion illustrator Richard Haines.”

After hearing about the plans for Poglia, it is no surprise to learn that its founder doesn’t enjoy a lot of time off. When we ask him about what he does after a working day, he jokes: “What is this ‘after work’ you speak of?” But when pressed further – he reveals that he loves “‘Old New York’ – the old hidden bars and restaurants that give the city its funkiness.” After we finish shooting, we go to a GREY GOOSE® Vodka marché on Wooster Street where we enjoy GREY GOOSE® Vodka-infused cocktails such as GREY GOOSE Espresso, Le Fizz and a Dry Martini. Mr Poglia is able to elaborate on why he enjoys GREY GOOSE® Vodka and respects it as a brand – and we are back on the topics of quality and heritage. “I try to be as aware as possible about what goes into everything I buy,” he says, commenting on the fine ingredients and superior production process which goes into making the vodka. “GREY GOOSE® is super clean and simple.”

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