The Japanese sneaker brand Flower Mountain chose the Milan Fashion Week to get into the clothing market with a collection of sweatshirts and T-shirts.
“The current clothing collection is a capsule collection of T-shirts and sweatshirts that introduces the Flower Mountain brand into the world of clothing,” Salina Ferretti, CEO of Falc, told fashionunited. “It is a first test to check the reactions of the market for this novelty.”
The Flower Mountain Capsule Collection for autumn/winter 2025 consists of around 25 parts, including T-shirts and sweatshirts. The high-quality cotton, which was colored in the garment dye process, gives the clothing an authentic, worn look, while the slightly oversized fit and unisex design underline the genderless character of the brand and stand in accordance with the shoe range.
The graphics celebrate the iconic symbols of Flower Mountain and reinterpret the dandelion and the mountain Fuji with a mix of creative techniques. The color palette ranges from cotton candy to sage green to mud.
The label, which recently celebrated its fifty years, opened new showrooms in France and the USA and launched a pop-up store project in the most important cities in the world. The first stations of this strategy are the department stores Le Bon Marché in Paris and Westerlind in New York. However, the company, which belongs to the Italian Falc Group-which also has the brands Naturino, Falcotto and Voile Blanche-does not plan to open monobrand stores or the development of a retail strategy in the narrower sense. The only direct point of sale of the company is the flagship store in Via Durini in Milan, which houses all adult brands of the group.
The parent company Falc completed the 2024 financial year with consolidated sales of 92 million euros. Flower Mountain contributed around 20 percent to the group’s sales, says Ferretti. The most important markets for Flower Mountain are currently primarily Italy, followed by Great Britain and France. “The USA and some Asian countries have strong growth. E-commerce grows and accounts for around ten percent of the brand’s sales, ”added Salina Ferretti.
This article previously appeared on fashionunited.it and was used with digital tools translated.
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