PEUTEREY… And Why We Adore The Icon Project
We Adore The Icon project
…and why these are the smartest coats and jackets on earth.
The #realitytelling ethos which fuels the whole of the Peuterey actions is an ongoing process aimed at radically illuminate the relation between the brand and its customers, making it engaging and gratifying. Clarity and immediacy are the emotional tools. Truth and honesty the defining characters.
A new chapter of this work in progress will be unveiled in January in Florence on the occasion of Pitti Uomo 91, when Peuterey, in collaboration with the iconic store LUISAVIAROMA launches the ICON PROJECT, both a limited edition of products an a one-off event.
During one of the most vital moments for the city – a veritable gathering of fashion’s who’s who, from retailers to press to designers – Peuterey will act as the main sponsor to the FIRENZE4EVER happening, which this year is dedicated to the theme of air. Air means lightness, which is a Peuterey pillar. An exclusive air-themed window display will showcase items in Luisa Via Roma’s trademark art-meets-fashion manner, while a cocktail event will be held on the night of January 11th. In parallel, a special corner dedicated to customers will be open inside LUISAVIAROMA, with the Icons immediately available for purchase.
The Icon Project epitomises Peuterey’s quest for honesty and authenticity at every level: design, communication, commerce. At the core of it is the product, in fact three iconic models both for men’s and women’s: a parka, a bomber and a trench– which sum up the purposefulness, flexibility and easiness, married with attention to detail, which are integral to the brand. These exclusive icons in one-off exclusive colors will be on sale at LuisaViaRoma with a dedicated tag. Once the stock is over, back order will start.
The core element of the event, and its true protagonist, thereafter, will be made immediately available, making the whole experience engaging and fruitful, instead of merely entertaining. Communication fuels the physical act of buying, being more than just a publicity act, which is just another interpretation of #realitytelling. In this new pattern, the dialogue between brand and customers becomes a strong truthful bond based on surprise and emotion, with the added bonus of immediacy.
A tour and a series of dedicated events will further expand the reach of the project. The first stop will be right after Pitti in Milano during men’s fashion week. In this occasion the Icons, in the regular palette of colors conceived for the collection, will be exposed in the windows of the Peuterey flagship store on Via della Spiga, available for immediate purchase. Again, once the stock is over, back order will start.
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THE COLLECTION
The first Zeppelin airship flew over the waters of Lake Constance on July 2, 1900. An adventure thus began which in less than thirty years enabled these gigantic but light machines to make, decades before airplanes, the first intercontinental passenger flights. A way of travelling that embodied the joie de vivre and technological exuberance of the period which followed the First World War and one whose allure has never been matched. More than 100 years later, Peuterey launches Icon, taking its inspiration from the distinctive features of these machines, lighter than air and technologically futuristic.
This is how Zeppelin and Graf are born, trench coats respectively for men and women, one named after the first rigid airship and the other taking its name from the first one to circumnavigate the world: very warm, but very light garments, made of organic cotton, padded with Thindown 90/10 down, rain-proof, characterised by an innovative bonding technology, which allows creating seamless and extremely thin garments, by using special double-sided laser-cut and hot pressed adhesive tapes.
Our parkas Giffard and Macon, the former named after the first steam airship and the latter after the fastest one; Snowbird, the fastest in the flight across the Atlantic and Norge, the first one to fly over the North Pole: organic cotton outerwear, waterproof and with internal thermo-taped seams, also characterised by the Thindown 90/10 padding.
Thindown is the first down fabric in the world, representing a revolutionary patented padding system, which offers all the natural advantages of down in a minimum thickness, giving the garment a completely smooth appearance, with great lightness, breathability and warmth.
The colour palettes are based on natural shades, urban for him, with colours ranging from foggy to tarmac, including steel and midnight blue, and powder and all the shades of autumn light to illuminate the ladies’ models. An iconic, essential and innovative collection, capable of blending together the past, the present and the future.
Pssst… don’t miss the sales on the website!
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