Paul&Shark teases rebranding at Milan Fashion Week

MILAN — Paul&Shark is ready to set sail in a different sea.

As it prepares for a rebrand later this year, the menswear specialist, whose DNA is rooted in its love of the sea and sustainability, made its first foray into Milan Fashion Week with an event for present their latest manifesto jacket, called “Re-Sail.”

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“The project was born during a meeting with the sustainability team when we realized that around 90 percent of our products come from recycled or organic materials. However, as part of our commitment to intensify our green mindset, we recognized that the next frontier would be reaching the manufacturing process,” said Paul&Shark CEO Andrea Dini.

Using end-of-life candles sourced through its network of candle-making specialists, the brand crafted one-of-a-kind jackets, laying the foundation for what’s next on the company’s eco-friendly journey: recycling.

“It’s difficult to use, a bit rigid,” admitted the executive, noting that the project mainly speaks to the culture of the company. A selection of Re-Sail outerwear, each jacket bearing numbers and closures relating to the sail it was made with, is available from Paul&Shark flagships as part of the Spring 2023 range.

Unveiling its next green chapter at Milan Fashion Week reveals Paul&Shark’s ambition to evolve its DNA, softening its browsing message and embracing a more urban, casual aesthetic that caters to a broader client base.

“This is not about disavowing our heritage, but about challenging ourselves,” Dini said. “It’s a long trip. We treasure our historic clients who are very interested in the brand because of how it looks today and need to be taken into new territory,” he said.

The brand has been showing its seasonal collection at Pitti Uomo, and fall was no exception. The line was rich in garment-dyed knitwear and luxe, casual outerwear, often crafted in cashmere, plus a selection of removable capes to suit modern needs for functional everyday wear. They highlighted the TWJ 1954 aviator jacket with a check pattern and an ecological shearling collar.

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“We are still committed to Pitti Uomo, as we see business picking up in the most recent post-COVID-19 days, but our goal is to add new brand ‘experiences,’ including at fashion week,” he explained. Dini.

In 2022, the company’s revenue grew 18.5% compared to the previous year, despite sales losing ground in Russia and China. In addition to Europe, its strongest market, the brand is seeing a boost in sub-Saharan Africa. Paul&Shark has opened stores in the Congo and the Ivory Coast and also has plans for a retail push in Angola.

With a new distribution partner soon to be announced, Dini expects the US to take off again, with a direct-operated flagship in Miami as part of the strategy.

A Paul&Shark unit will launch in London in the second half of the year, while New York City would be the main target in 2024. The brand has 154 stores, including franchised units.

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Source: news.google.com