Targeting young and cool customers, the line, which makes its debut with the fall 2019 season, will offer total look collections inspired by music and street culture for an urban, international approach.
“Fashion is currently dominated by streetwear and contemporary trends, so we thought it was the right time for us to start approaching this emerging world, which is pretty distant from our core business,” said Peuterey Group president Francesca Lusini. “For this reason, we decided to not just develop a capsule, but a brand new line, which we will use to explore new territories and experiment trends and new opportunities, while remaining loyal to our great quality.”
Peuterey.Plurals debuting collection is defined by the combination of bright colors and relaxed silhouettes for a wardrobe focused on metropolitan staples. Oversize puffer jackets crafted from an upscale water-repellent nylon fabric are peppered by flamboyant striped motifs and bold graphics outside, while inside they reveal writings ironically suggesting how to correctly pronounce the name Peuterey. Outerwear is matched with sporty teddy bear zippered hoodies, cozy sweaters with a mohair-like effect, hyper soft Neoprene sweatshirts and triacetate tracksuits punctuated by multicolor side bands.
According to Lusini, the Peuterey.Plurals line will have a different distribution compared to the Peuterey main range. “Peuterey.Plaurals will be presented to our top clients and also to new retailers fitting the positioning of the brand,” she said, adding that for the first season the brand is expected to be sold to about 300 accounts, half of them located outside Italy.
The line will also be available in only selected Peuterey boutiques. “We want to send out a clear message and in order to achieve this we need the right space in our stores to perfectly re-create the distinctive Peuterey.Plurals world,” Lusini said. “We see great potentials for this brand also online,” she added, revealing that the turnover of the company’s e-commerce tripled this year to 1.5 million euros.
The Peuterey Group, which also operates the Geospirit and Postcard brands, is expecting to close the fiscal year, ending on March 31, with revenues of 70 million euros. At Pitti Uomo, Peuterey Group announced the closing of a licensing agreement with men’s and women’s outerwear company Dekker.