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Nicola Mira
Jun 17, 2022
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Slowear group back at Pitti Uomo, set to open New York store

Translated by
Nicola Mira
Jun 17, 2022

Venetian apparel group Slowear has returned to Pitti Uomo after a six-year absence, during which it focused primarily on digital advertising. The group’s high-end trousers label Incotex will be showcasing the second season of its Blue Division collection. Incotex is venturing into the denim segment in collaboration with Giada, with which it has inked a multi-year license agreement.

The Incotex Blue Division stand at Pitti Uomo 102 - Photo: Edoardo Meliadò

“Incotex is a benchmark name for tailored trousers and, in the Blue Division range, currently available only for men, we have worked with denim in a special, innovative way. The style is our own, while Giada contributes its manufacturing capabilities,” said Marco Bernardini, who was appointed CEO of Slowear last May, speaking to FashionNetwork.com. “The collection consists of three lines: Lab, Superior and Couture. Lab is the most environmentally friendly one, using non-chemical dyes and featuring fully recyclable garments, while Couture is the more sartorial one,” he added.
The collection includes tailored trousers, Incotex's signature product, and five-pocket casual models, all made with sophisticated engineering techniques and available in 30 different fabrics and 45 washes. The Couture line applies Incotex's signature tailoring experience to denim trousers. Its stylish five-pocket models feature unique details like front creases, welt or slash pockets and a tailored waist.

The Lab line is made using sustainable fabrics and zero-impact treatments, such as organic-based dyeing and post-consumer recycled cotton. Finally, the Superior line is a directional take on classic five-pocket denim trousers, casual and minimalistic in design, available in a wide variety of fits in cotton and denim fabrics of the highest quality, from the toughest and most rugged to snug stretch fabrics. During Pitti Uomo, Incotex Blue Division will feature in the window displays of the Rinascente Florence department store, with an art project by illustrator Pierluigi Longo entitled ‘Denim: a New Renaissance’.

Incotex Blue Division, Spring/Summer 2023 - Photo: Edoardo Meliadò

In addition to Incotex, which accounts for about 50% of the group’s revenue, Slowear also owns high-end knitwear brand Zanone, overcoat brand Montedoro and shirt specialist Glanshirt. The group currently operates some 30 monobrand stores, 20 of them directly operated and 10 with franchisees, and is planning to expand its retail footprint in the coming years.
“Our goal is to open about 20 Slowear stores in the next four years; on June 28, we will open a second store in New York, our third in the USA, at 200 m2 premises in Soho,” said Bernardini. “Next year, we plan to open in London and in another major European city,” he added.
The group has recently become a benefit corporation, with the goal of achieving B Corp certification in H1 2023. Approximately 30% of Slowear's revenue is generated in Italy, its main market ahead of the rest of Europe, the UK, Japan and Korea.
“We closed 2021 with a revenue of €34 million, on par with 2020 due to some changes in our distribution model, but this year we are targeting substantial growth, aiming for €45 million, and the same for 2023,” said Bernardini. “E-commerce is thriving, we are up 40% over last year, and we would like to generate about 7% of total sales with it. However, we will continue to focus heavily on physical retail,” he added.

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