MILAN — Footwear designer Cesare Paciotti is venturing into new territory, launching a full apparel collection under the younger Paciotti 4US label.
This story first appeared in the December 17, 2007 issue of WWD. Subscribe Today.
To mark his focus on the new venture, Paciotti opened his first Paciotti 4US apparel boutique in Rome on Dec. 5. In addition to the mix of men’s and women’s apparel, the store also carries the 4US shoe line.
“I translated the 4US style in a leisure time collection,” Paciotti said. “It’s luxury sportswear, it’s about comfort and it should mirror the 4US spirit.”
Paciotti plans to present the new collection during Milan Men’s Fashion Week with an event on Jan. 14. A new showroom in central Via Sant’Andrea will also help support sales and communications efforts.
Paciotti’s namesake signature brand is known for its sexy and feminine footwear designs. While a truncated 4US collection previously existed, it only included a limited number of items, such as sweatshirts, T-shirts and denim jeans. Since the original launch of the label, the designer has expanded it to build a comprehensive line for men and women, adding cargo pants, polo shirts, knit tops and down jackets.
Paciotti has tapped a new pool of fashion designers to help on the project. Production is done in Italy, in the Civitanova Marche central area, where the company is based. Positioned in the medium to high end of the market, prices range from 180 euros, or $266, for a pair of jeans, to 200 euros, or $296, for a sweatshirt and 600 euros, or $886, for a jacket.
Paciotti is still fine-tuning distribution of the brand, which, he said, will be “extremely selective.” There are 900 doors globally that carry the 4US footwear line, but Paciotti said he plans to reduce that number.
A second Paciotti 4US store is to open in Milan next year, modeled after the Roman location. The designer described the store, located in the heart of the capital in Via Bocca di Leone, near the Spanish Steps, as reminiscent of “an antique Parisian palazzo influenced by an early 1900s New York spirit.” Wooden floors provide a “colonial” touch. Lacquered white and cerulean displays contrast with antique mirrors and vintage-looking copper lights.
In 2006, the company reported sales of 72.9 million euros, or $107.5 million, and this year expects sales of 80 million euros, or $118 million.