1989 Studio restarts with the Creative Direction of Pietro De Nardi

1989 Studio unveils its new stylistic direction signed by designer Pietro De Nardi in Milan. This change in creative leadership was strongly desired by Francesco Galli, head of the Italian group Folli Follie, which has owned the Los Angeles streetwear brand founded by Chaz Jordan since 2022.

The appointment took place last May, following the founder's exit from the company, while Nardi's debut capsule was presented recently during Milan Fashion Week.

With the arrival of the new creative director, 1989 Studio aims to push beyond the boundaries of streetwear with tasteful products that have an international flair. “The brand is connected to the American hip-hop world. But the boom of street culture is fading. I don’t want to erase the brand’s history, but rather evolve it by focusing on iconic pieces like jeans and prints,” De Nardi explains to FashionNetwork.com. He has a long career in the style offices of luxury top players.

Thanks to the redesign, 1989 Studio looks are transforming, such as a sweatshirt that resembles a knitwear piece. Denim remains a central element of the collection: “It’s part of the brand's DNA, but we’ve made it more sophisticated,” Nardi continues.

The relaunch plan includes a new pricing strategy, more aligned with consumers' spending capacity. “For us, ethics means making a piece economically accessible. Our denim ranges from 350 to 410 euros, and t-shirts from 190 to 230 euros,” Francesco Galli shares. There’s also a focus on womenswear, which will have an increasingly significant presence in the collection. “We want to make women equal to men, without abandoning unisex offerings. It will be a wardrobe that works for both him and her,” Nardi specifies.

1989 Studio is the first house brand of the Mantuan retailer Folli Follie, which in 2023 approached 200 million euros in revenue with 10 luxury multi-brand stores in Italy and an e-commerce site. “The brand is already sold in our network of stores,” emphasizes Folli Follie CEO Francesco Galli.

October 22, 2024

Source: Fashion Network