It’s the right moment to tell you why our brand is called Assedium. To tell you about this name, I’ll also tell you about the history of Cuneo, where Assedium is based: a story of a city, but also the history of Piedmont. A story of sieges, but also of victories and freedom.
(Ph: View of Cuneo and its mountains from the Civic Tower)
We know very little about Cuneo origins: somebody thinks everything started from a group of fugitives from Milano, escaping their city destruction in XII century A.D.. The very first Cuneo records date back 1198, the year when the city asserts itself as a “free city”, free from any feudal bond. Something that aroused a lot of attraction from nearby villages, as rare and unusual at that time. In fact, Cuneo faced many wars against its neighbors as those villages were looking for a shelter from feudal harassment.
From that moment on, Cuneo made many alliances and thanks to the specific alliance with Charles Anjou, it became the headquarter for Naple Reign state mint, and, together with Alba, the centre of the main Angevin possessions in Piedmont. In XIII century, Cuneo was actually considered the capital of old Piedmont, as an old Angevin seal reports: “Notum sit contis: Conium caput est Pedemontis". In this period, indeed, the city was a lively commercial centre along Lombardy-Provencal-Catalan routes, a vibrant town which hosted many merchants from the major Italian cities at that time. Not only, very likely, Cuneo was also a centre for Templars.
Only during the XIV century, Cuneo, together with all Piedmont territories, got under the Savoy domination, following a favors exchange between Amedeus VI of Savoy and the Anjous: in this period, from an open and commercial city, Cuneo was transformed in a military fortress town, starting a very long phase of sieges, which will make the town famous.
(Ph: an old Cuneo map from Comune di Cuneo archive)
It is narrated that in its history, Cuneo endured seven sieges, but actually, from the available sources, it seems that the sieges were ten against many European empires: Switzerland, Austria, France, Spain and Germany. The most important siege was the one in 1744, against the French-Spanish troops: Cuneo alone was able to block the enemies by draining their energies and forcing them to stop the siege for some days. This time was necessary for Cuneo to wait for the arrival of the Savoy army led by Carlo Emanuele III, who was so able to stop the enemy advance winning the war. The Savoy king was immensely grateful to Cuneo people, their bravery and strength.
(Ph: The Civic Tower of Cuneo which witnessed all Cuneo sieges)
More recently, Cuneo with its valleys has been one of the main centers of the Partisan Resistance during the II World War, something that allowed Cuneo to be awarded with the most important military Italian prize: the Gold Medal for Military Value.
So, why is our brand called Assedium? We chose this fantasy name that comes from a latin word for siege “obsidio” to tell, thanks to our products, the history of our town. A city which suffered a lot to maintain its integrity and freedom, but which now is surely one of the main Piedmont must-see, with its beautiful valleys, its breathtaking mountains and uncontaminated nature, its elegant arcades and its bars with the Savoy atmosphere in the city centre. Like Cuneo, we, as a start up, know that we will need to resist many difficulties, but we believe in our project and in those who will dream with us. We believe in our clients and in our roots, in innovation and quality. Because, as “cuneesi”, we have resilience in blood and, overcoming all the “sieges”, we’ll arrive to our fans hearts.