Mattia Donadi

Prps has named designer Mattia Donadi its new creative director.

In this role, Donadi will steer and oversee all design and product development at the high-end denim line, including setting the creative tone and positioning of the New York-based brand.

He has quietly been working with the brand since February, right around the time founder Donwan Harrell left the label that he had founded in 2002. However, spring will mark the first official collection designed by Donadi, leading Prps to go public with the news of his appointment now.

Donadi has worked in fashion for nearly 20 years and served as senior director of product development for Helmut Lang as well as director of production for R13. He also founded two consultancies specializing in product design, production and branding prior to joining Prps.

He is considered a leader in the art of denim washing and a trendsetter in denim development and production techniques.

Prps, which stands for purpose, was founded by Harrell in 2002. It now offers men’s and women’s sportswear and lifestyle products in addition to the core denim Prps products, as well as a selvage denim collection under the Prps Noir name. The brand is carried in over 450 stores in 20 countries including Bergdorf Goodman, Bloomingdale’s and Neiman Marcus.

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