MILAN — Fay might not be a household name in the U.S., but it’s increasingly garnering devotees in Europe. And, with Diego Della Valle behind this brand, it stands a good chance of becoming as well known as the entrepreneur’s two other brands, Tod’s and Hogan.

Della Valle plans to launch Fay in the U.S. next year, but through the popularity of Tod’s and Hogan among the Hollywood set, he already has an in with such celebrities as Clint Eastwood and Andie MacDowell, who were wearing the brand at the Cannes Film Festival last month. Kevin Costner and Antonio Banderas also have been spotted wearing the label.

Fay’s growing importance within the group is confirmed by the first-quarter financial figures released last month. While Tod’s remained the group’s leading brand, accounting for 57.3 percent of total sales, which were $119.3 million, Fay made the strongest contribution to the sales growth: a 29 percent increase compared with the year-ago period, accounting for 14.9 percent, or about $17.8 million, of the group’s revenues. Dollar figures are converted from euros at current exchange rates.

“We are happy to see Fay is appealing to the most important buyers in the industry, ” said Della Valle. “This is a good basis on which to promote the brand in the U.S.”

Though launched in 1987 as an outerwear brand and best known for its four-hook jacket, Fay has evolved into a full ready-to-wear collection aimed at an upscale market. This year, the company further expanded its range with handbags for spring, and for fall, Fay showed soft napa or calf bags featuring the signature hook.

“The four-hook jacket was conceived for outdoor activities, but we made it into a functional, all-day garment that can be worn to work or to a dinner,” said Martino Scabbia Guerrini, brand manager. “We want Fay to be timeless, long lasting and not too trend oriented, and we want our customers to feel comfortable but elegant at the same time.”

Hits for fall are velvet jackets with detachable zipped vests, fitted jackets in water-resistant linen or natural soft leather with two wide buckles on the waist that adjust the fit. Jackets and bombers retail between $400 and $800.The company also is broadening its retail network, which now counts a boutique on Via Spiga here, designed by the American architect Philip Johnson and inaugurated late last year, and a boutique that will open in Naples this fall. Later this year, Fay will be available at the group’s new building in Tokyo’s Omotesando district, and next year, Fay will open boutiques in Paris and Munich.

The line also is available at 500 sales points in Europe and at the group’s 11 Dev stores, the multibrand retail concept launched last year by Della Valle, which sells all the group’s brands under the same roof.

Fay is produced in-house in Tuscany and the Marche region, where Della Valle’s company is based.

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