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Article: HERITAGE IN MOTION

HERITAGE IN MOTION

Ted is a man of culture, and of cars. As soon as he was born, he was already posing next to a red Porsche 911 SC. Passionate about beauty and style, he collects everything that never goes out of style. A sense of continuity flows through his veins, a sense of tradition, heritage, and awareness. American by birth, he found in Milan not just a city to live in, but his true home.
For those accustomed to the broad horizons of Nantucket or the vastness of Los Angeles, Milan is a surprising place: intimate yet full of pleasures. Visual, aesthetic, culinary. And it's also a city of connections and friendships, of passions to share with those who believe in the same mission: to pass on beauty. That's why the encounter with Alessandro Squarzi di Fortela is so authentic.

 

Ted Gushue is the founder and director of ERG Media , a publishing house and creative agency that combines independent publications and bespoke editorial projects, often linked to the world of classic cars, lifestyle, and collectibles. This creative laboratory was born from the idea of telling stories with strong roots that can stand the test of time, just like the classic cars that have always accompanied Ted's life. His philosophy is clear: treat a book like a well-made garment, a design object, something that enters people's daily lives and becomes part of their way of life. Create beauty with artisanal rigor, respecting the material and memory.

Sound familiar? Here's what this brilliant entrepreneur told us about his idea of style, Milanese people, friendship. And, of course, Fortela.

How did you meet Alessandro and the Fortela team?
I met Alessandro and the world of Fortela through a dear friend, Jamie Stimpson. We were living together on a houseboat on the Thames at the time, and for years he would tell me nothing but his incredible Italian friend, Alessandro, who had the most authentic style, the most beautiful watches, the most fascinating cars, and a natural, effortless elegance.
Jamie always described him to me as an almost mythical character! Meanwhile, I had already started following him on Instagram, with the same enthusiasm Jamie had for telling me about him. For years, before we even shook hands, it was like having a friendship through proxy.
When I moved to Milan, meeting him was like reuniting with a distant brother. Seeing how he helped Fortela grow—even while facing the challenges of pre- and post-Covid—was truly inspiring. Fortela's new flagship store is a gem. And when I launched my publishing house, Fortela was one of my first retail partners. From the very beginning, it was a natural, positive, and authentic friendship. A bond that, due to our obvious stylistic affinities, had already developed long before we actually met. Then, when we met in person in Milan, there was that immediate chemistry that makes you think, "Sure, it was meant to be."
What struck me immediately was his generosity. He has this rare ability to make you feel like family, right from the start. From there, our friendship developed naturally: dinners, cars, projects, endless conversations about style, culture, and life. It's rare, as an adult, to find someone who feels like a brother to you: with Alessandro, it happened.

 

Your resume includes vintage cars, powerful engines, speed icons, books, photographs... and Fortela. But how would you describe yourself?
Cars have always played a central role in my life. My father loved them, and before him, my grandfather. We restored cars together. My grandfather was an engineer, and they bought crashed cars—Porsche 911s, Lotus Europas, Ferrari 330 GTCs—to bring them back to life. That's the environment I grew up in.
There's even a family video I recently shared on social media: me as a newborn, in my mother's arms in a wheelchair, and next to us my father, proudly standing next to his red 1982 Porsche 911 SC. It looks like a scene from Top Gear . This says a lot about my roots. Then my passions for cars, watches, and craftsmanship have intertwined with my career: for fifteen years I've worked as an editor, journalist, director, and magazine founder, and today as a publisher and creative entrepreneur. The common thread has always been storytelling. Yes, there are cars and engines, but above all, I remain someone who enjoys telling stories.

Your way of dressing: what do you like most?
I grew up in the Northeast United States, in a very preppy, New England environment: Connecticut in the winter, Nantucket or Martha's Vineyard in the summer. That classic aesthetic made an immediate impression on me. When I met my wife, I already had a sort of uniform: a Turnbull & Asser shirt, Japanese selvedge denim, Loke Chelsea boots from London, and a navy blue blazer. I dressed like this five or six days a week. But she opened my eyes to the Italian way of life, a more global, nuanced style that can be both formal and relaxed.
That's when I started wearing Fortela. For me, it was a bridge between my American past and my new Italian life. Fortela has deep roots in the idea of the "Americana" look—flannels, denim, military cuts—but reinterpreted with an Italian sensibility. It's the perfect blend of my two worlds.

How did you end up in Milan? And where were you born?
I was born in Connecticut and lived in New York, Los Angeles, and London for years. My first trip to Milan was in 2013 or 2014 for a car-related event. I remember the immediate feeling; I said to myself, "One day I'll live here." Even from afar, I kept coming back. Before Covid, I had started studying Italian, then during lockdown, I started taking Zoom lessons every day at 5 pm, a Negroni in hand! It became a ritual. Then I moved to St. Moritz for work, and that's where I met my wife, who's from Milan. This made everything natural: I realized that Italy, and Milan in particular, was the place where I wanted to put down roots, build a life and a family. It's a place that offers the best of the world, but with a humanity that's lost elsewhere.

What do you love about Milan?
Milan sells itself. In 45 minutes, you're at Villa d'Este enjoying a club sandwich on Lake Como, in two and a half hours skiing in St. Moritz, in three hours by train to Rome, in an hour's flight to Paris. It's a perfect base. But there's also everyday life: the Roman ruins on your doorstep, the extraordinary quality of the food, an exceptional pizza for less than fifteen euros. What more could you ask for?

What are your influences on men's style?
First of all, my wife: she has extraordinary taste, years of experience in fashion, and introduced me to incredible brands in Italy. Then Alessandro and his circle: people who always fascinate me with their ability to bring vintage pieces back to life, especially military pieces. And then there's my passion for Japanese craftsmanship. Fortela is the perfect synthesis of these worlds: Italian elegance, American roots, Japanese precision.

How do you combine style and work?
Making books and designing clothes aren't all that different. Both involve creating beautiful objects that enter people's lives and accompany them every day. It's a responsibility: whether you design a jacket or a book, you're giving someone the opportunity to feel a certain way. At ERG Media, we approach publishing with the same care that Fortela approaches fashion. The goal is the same: to create things that last, that have meaning, and that improve people's lives.

During the shoot for Fortela, was there a piece that you felt was tailor-made for you?
Without a doubt, denim and snap-button flannel shirts. I live in them. They're durable, practical, and made to last—perfect for my daily life with a toddler and five dogs. I don't have to worry, I know they'll last! They're made like they used to be, with the right fabrics and true quality.
Once upon a time, you bought a shirt or a pair of jeans with the expectation of keeping them for decades, repairing them along the way. It's the same spirit with which I approach my objects, even cars. I still look at a 1976 car with 400,000 miles on it: when it breaks down, I fix it. This approach—buy once, buy forever—is the essence of Fortela.


An item from the collection that you would like to have for next autumn–winter?
The truth is, I already have almost all the shirts and jeans I love. They've become the heart of my wardrobe.

And a gift for your wife?
My wife Matilde is always stealing my Fortela flannel shirts—maybe it's time she got one of her own!

What if Fortela were a car?
Not just one, but many. It would be a Willys Jeep. A Ford Bronco. A Maserati. A Porsche 2.7 RS. All cars built to last, worthy of repair, always current. This is Fortela. Forever iconic.