Cerruti 1881 celebrates 50 years and relaunch its image starting from a new retail architectural concept: wide spaces, light, clear and minimal that will start to be applied in the Asian and Middle East markets.
The brand is strengthening its abroad presence and it is expected to open a flagshipstore in Hong Kong in October as well as renewing the Parisian store. London and Milan are also on the list of such renovation.
The innovation will not regard only the retail side but also the online channel, with the launch of France and England web-stores scheduled for July.
Lightness is also the key around which revolves the new summer collection by creative director Jason Basmajan. The classical tailoring and quality that characterize the brand is now combined with sportswear and casual details, such as denim and outwear shapes.
Codes of the nature defines the new collection, inspired to trees’ cortex and pastel earth shades. Soft tones combined with eye-catching intense blue vintage denim – for the first time produced straight in the Biella factory and not under license.
Jason Basmajan has created a new Cerruti man: younger, attentive to the style, who loves natural life. A modern style however still anchored to the heritage, to previous winter collection already made with an eye on versatility.