The fedora Humphrey Bogart wore in “Casablanca” may have secured Borsalino’s place in fashion and cinematic history, but it will be something like the cow-print bucket hat that will help ensure its future.

The storied Italian hatmaker still makes its felt hats by hand in a Piedmont region factory, using the same artisanal techniques from when the company was founded in 1857 and some of founder Giuseppe Borsalino’s original machinery. It is updating its offerings for next fall and winter, with a focus on customization and youth-trends.