Peuterey In­tro­duces Peuterey.Plu­rals Line

WWD Digital Daily - - News - BY ALESSAN­DRA TURRA

MI­LAN — Ital­ian out­er­wear brand Peuterey is launch­ing a prod­uct line called Peuterey.Plu­rals.

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

De­but­ing with the fall 2019 sea­son, the new line in­cludes men’s and women’s re­vis­ited ur­ban sta­ples ad­dress­ing a young, in­ter­na­tional au­di­ence.

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.

Looks from the Peuterey.Plu­rals fall col­lec­tion.

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