VERONA, Italy — Byblos isn’t exactly a "venerable" brand, but it certainly has a history: It was the launching point for Gianni Versace, who, as well as the duo Alan Cleaver and Keith Varty, helped develop its identity and turned it into a hot brand in the Eighties and Nineties.

Its new owner, Swinger International,hopes to build on Byblos’ brand awareness to revamp the line and freshen its image. "The brand has a lot of potential, but must be repositioned," said Mathias Facchini, chief executive officer of Swinger, during an interview at the company’s headquarters here. "Over the past few years, the brand lost its identity and continuity, because too many designers had been tapped for brief stints."

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