GIZEH: the success of the limited editions

Interview with Mirco Busatto, Communication Manager at ITAGENCY

In recent years, GIZEH has stood out in the world of smoking accessories with a strong, dynamic identity rooted in underground culture. At the core of its success in Italy lies the synergistic collaboration between the brand and ITAGENCY, its strategic partner for distribution and communication. We spoke with Mirco Busatto, who leads marketing and communication activities for GIZEH in Italy. Today, GIZEH is synonymous with limited editions and creative collaborations.

What’s the strategy behind this approach?
Mirco Busatto: Collaborations are central for GIZEH—they allow us to reach new audiences and niche groups with specific interests. We've launched collections inspired by trap music (with Lovegang), pop-punk (with LA SAD), urban style (with Octopus and 5tate of Mind), and even horoscope-themed editions aimed at a broader audience. The result? GIZEH gains visibility among new consumers who often become loyal to the brand thanks to the product quality. And the surprises don’t end there—soon we’ll be announcing collaborations with nationally renowned artists.

How do you choose your collaboration partners?
Busatto: We’re guided by the idea of tapping into cultural trends that align with our lifestyle. We're not interested in superficial marketing stunts—we want to create real synergies. With Lovegang, for instance, the collection dropped alongside their album and tour, maximizing mutual visibility. The same with LA SAD: we believed in their music project from day one, and our limited edition came out at the same time as their debut album following Sanremo.

Which collaborations have been the most successful so far?
Busatto: Honestly, they’ve all been very successful. Our customer base has grown, and now the limited editions sell out very quickly. This shows that the strategy works: each collection draws in new consumers who, after trying the product, recognize its quality and become loyal to the brand.

How important is your partners’ creativity in limited editions?
Busatto: Partner creativity is essential, and we treat it with the utmost respect. If we decide to collaborate, it’s because we value their vision and their understanding of the target audience. We only offer technical advice or minor adjustments—the goal is to build a shared, authentic project where both parties feel represented.

GIZEH often speaks the language of urban and independent culture. How important is this in your communication strategy?
Busatto: It’s extremely important. We speak to a conscious adult audience that sees values like authenticity, freedom of expression, and non-conformism in urban culture. Collaborations with emerging artists and collectives come from listening to subcultures, which also inspire our design, communication, and values like sustainability and quality.

In your opinion, what makes GIZEH an international leader?
Busatto: First and foremost: quality. From the paper to the production process, every detail is carefully crafted. Then, the ability to evolve while staying attuned to consumers. And finally, a clear identity: a free, contemporary brand close to dynamic communities. This goes hand in hand with our strong commitment to sustainability, which is now an essential value.

Is Italy a special market for GIZEH?
Busatto: Absolutely. It’s a true creative laboratory. Here we’ve experimented with languages and collaborations that have later been replicated in other markets. The Italian audience’s attention to detail and quality pushes us to innovate constantly.

What does “Made in Germany” mean for the brand?
Busatto: It’s a mark of quality and reliability. Every GIZEH product reflects the care and precision typical of German manufacturing. It’s a daily commitment to excellence that is recognized and appreciated by international audiences.

Can you give us a sneak peek of what’s coming next?
Busatto: With pleasure! At the Mary Jane trade fair in Berlin, we presented the new limited edition WILD—a collection designed for those with a free and independent spirit. It includes four collectible booklets dedicated to four “legends” of the weed world, with a design inspired by the most iconic strains. The campaign will feature the beloved Nello Taver, a social media personality with over 700,000 followers. And that’s not all: by the end of the year, we’ll launch something truly major... but we can’t reveal more just yet!

The work carried out by GIZEH and ITAGENCY shows that even in the smoking accessories market, innovation, consistency, and creativity can make a difference. For tobacconists, this means having a strong and dynamic brand that can generate interest and loyalty among customers—with an eye always looking toward the future.