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Brioni launches ‘zero-mileage’ sustainable menswear capsule collection
Brioni has a new sustainability project: a men's capsule collection for the next winter season, entirely made on the Italian luxury menswear label’s home soil.
Four men’s items made with wool from Italy's Abruzzo region and produced in Penne, a small Abruzzo town near Pescara. The collection is called ‘KmZero’, emphasising the fact that it is a ‘zero-mileage’ line, made from wool by sheep reared in Abruzzo. The fabric cutting and finishing processes are also carried out locally, at Brioni's long-established production site in Penne.
The factory opened in 1959, when the label’s founders, Nazareno Fonticoli and Gaetano Savini, decided to move from Rome, where they met, to the small Abruzzo town, spawning one of the most successful duos in Italian fashion, a perfect balance between Fonticoli’s tailoring skills and Savini’s managerial savvy.
The collection’s only production step that doesn't take place in Abruzzo is the wool’s processing and spinning, carried out in a factory near Biella in northern Italy, operated by Fratelli Piacenza, a long-established wool manufacturer.
The collection, consisting of a bomber jacket, a trench coat, a jacket and trousers, will be available from next September at Brioni's monobrand stores. The label currently operates 56 shops, 30 of them directly managed. During the Furniture Fair in Milan, the collection was showcased at Brioni’s Milanese flagship at 2 via del Gesù.
The ‘KmZero’ project is part of a wider initiative promoted by Abruzzo’s employers association, designed to encourage local companies to develop a sustainable business strategy.
Brioni was founded in 1945 and is part of French luxury group Kering since 2011. The menswear label is also distributed via the wholesale channel, through 192 distributors.
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