Appeared In
Special Issue
Men'sWeek issue 07/12/2012

MILAN — Italian luxury men’s clothing group Slowear has launched a new line called Ricerca.

This story first appeared in the July 12, 2012 issue of WWD. Subscribe Today.

The collection will consist of a number of pieces from the different brands under the Slowear umbrella, including Incotex pants, Zanone high-end knitwear, Montedoro outerwear and Glanshirt shirts, which will feature a distinctive beige cotton label.

“This line shows more fashionable touches than the others,” said Slowear chief executive officer Mario Griariotto. “It has been conceived for a contemporary, stylish man who appreciates details but never looks over the top.”

The sophisticated spring 2013 lineup, showing vintage-inspired workwear and military references, includes men’s wear staples in high-end fabrics, such as Japanese canvas, textured blends of cotton and linen, lightweight wrinkled wool and gabardine. A hooded parka and a sporty blouson are paired with comfortable pants available in three fits — slim, regular and loose. There are also seersucker shirts with chestnut buttons, a cardigan and a round-neck sweater, along with informal and deconstructed three-button blazers.

“In line with the niche positioning of Ricerca, the distribution will be limited to 100 top stores worldwide in addition to our flagship stores,” Griariotto said.

Slowear, which closed 2011 with revenues of 72 million euros, or $88 million at current exchange rates, aims “to continue growing at the same pace,” said Griariotto.

In order to reach the goal, the group is focusing on a retail expansion strategy, which includes the opening of several stores this summer, including one in Beirut, another in Paris’ Marais district, along with a corner at United Arrows in Tokyo, where Slowear will unveil a boutique in March 2013.

“The United States is the next step, because we aren’t really international without a store in New York,” said Griariotto, who revealed he wished to find a space on Fifth or Madison Avenue by the end of 2013.

According to the company, Slowear is also working to develop franchise agreements with international partners, such as Grupo Axo, which opened a Slowear store in Mexico City last March.

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