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D’Avenza to Expand White Label Line

Renato Cecchi is hoping to revive d’Avenza, a heritage tailored clothing brand that was popular in the 1960s and '70s.

NEW YORK — Renato Cecchi, owner of the Italian textile finishing company Santo Stefano, is hoping to revive d’Avenza, a heritage tailored clothing brand that was popular in the 1960s and ’70s. 

Now in its second season, d’Avenza’s white label has more of a luxury bent and is aimed at a fashion-forward consumer. It consists of three iconic models, according to Bill White, head of the U.S. sales. All exquisitely finished, the pieces in the collection include a constructed blazer that boasts titanium buttons and a belted back; a military-inspired, peak lapel topcoat; and an unconstructed, unlined travel blazer. White said additional models will be added to the collection over the next few seasons. 

The make, what one would expect from an Italian luxury house, uses a more fitted silhouette than most of its competitors, which the company hopes will appeal to a consumer that wants high-quality clothing with a modern feel. “We just didn’t want to do another tailored garment,” White said. 

Cecchi, whose company treats fabrics for well-known designer brands, has owned d’Avenza for the last 10 years but only recently committed to reviving it. In the last year, Cecchi hired a new team to manage the brand, including Massimo Baratta, formerly of Bally and Ferragamo, who is serving as managing director, and Moreno Ferrari, a consultant who has worked for Hugo Boss, C.P. Company and The Museum of Modern Art. He is heading up d’Avenza’s design. 

Largely unknown, d’Avenza’s white label is currently sold in a few specialty stores in the U.S., including Burdi in Chicago and Trillion in Palm Beach. The military topcoat retails for $2,500 and the sport coats start at $2,195.