Ron Howard wearing Peuterey at the "Inferno" premiere in Berlin.


Peuterey has teamed with Florence-based Luisa Via Roma to launch a see-now-buy-now limited-edition parka. Under the “Icon Project” moniker, the design will be unveiled during Pitti Uomo in January.

Luisa Via Roma will present the two looks, for men and for women, with themed windows, a dedicated corner, and a cocktail on Jan. 11. The Icons, in a range of exclusive colors and with a special label, will be immediately available for purchase.

“We felt the need to pay homage to this successful item and make it more contemporary with a more modern vision,” said Peuterey president Francesca Lusini. “It’s not a revisitation, but a way and strategy to create new icons with today’s requirements in mind.”

Peuterey will be the main sponsor of the Firenze4Ever event, which this year is dedicated to the theme of air and lightness. Peuterey has over the years worked on increasingly lighter outerwear.

“Lightness is the pillar of our research in materials,” said Lusini, emphasizing the products’ thermal comfort. “Performance and technical comfort contribute to the product feeling [like] second skin. The brand is not about showing off.”

The parkas will be available only at Luisa Via Roma. “This is a beautiful partnership, with the best in class, and also celebrates Florence and Pitti,” observed Lusini, who is also the daughter of the founder of the company, which is based in Tuscany.

Lusini said Peuterey is planning another see-now-buy-now project for the international furniture and design show Salone del Mobile in Milan in April.

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