Italian luxury group Slowear is consolidating its labels under one roof
Italian luxury group Slowear plans to unite its established labels under a single umbrella brand – a significant change in strategy for the company best known for high-quality casual fashion.
The Milan-based company, which made a name for itself with its premium trouser line Incotex, will unveil its portfolio of category brands – including knitwear brand Zanone, shirt maker Glanshirt and outerwear specialist Montedoro – from the autumn/winter 2025 collection under the Merge names Slowear.
This move comes amid increasing pressure on luxury companies to streamline their operations and achieve clearer market positioning, particularly in the face of challenging economic conditions and evolving consumer preferences.
“This rebranding process focused on Slowear is a natural and necessary step to consolidate our identity,” CEO Piero Braga said in a statement. “It also enables us to communicate our values of authenticity more clearly and to better meet the challenges of the market.”
The unified approach is intended to simplify wholesale operations and retail presence, while maintaining the specialized manufacturing expertise that characterizes each of the legacy brands. This move could bring both operational efficiency gains and increased brand awareness among international consumers.
This article previously appeared on Fashionunited.uk and was created using digital tools translated.
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