Parcoats Florence Debuts With Its First Outerwear Collection

Parcoats Florence Debuts With Its First Outerwear Collection

Represented by GUITAR Advertising & PR.

A synthesis between Parka and Coat in the plural. A new generation of hybrid. A composition of mixed blood that has its roots in the concept of Family, in the sense of belonging to a group, while defending its uniqueness.

Making its debut at Pitti Immagine Uomo 95 (Florence, January 8-11, 2019) is Parcoats Florence, a brand of outerwear for men and women produced by Giovanni Allegri, entrepreneur of one of the key families in the history of Italian sportswear, with the creative direction of Simone Guidarelli and Masha Brigatti.

Parcoats Florence Debuts With Its First Outerwear Collection

Parcoats Florence, strictly made in Italy, reflects the values of heritage, tailoring and sportswear in a contemporary way, creating a continuous stylistic and conceptual dialogue animated by vibrant contrasts and sublime accords.

The Fall/Winter 2019-20 capsule collection for men and women present in Fortezza da Basso is composed of 24 pieces inspired by the sartorial freedom of the seventies and based on the concepts of recovery and creativitỳ. By deconstructing outerwear — which appears cut, mixed and reassembled — details are enhanced through bold combinations with self-confident flair. Traditional materials like wool cloth, Casentino cloth, and bouclé are accompanied by nylon and high-tech gabardine fabrics with the idea of global influences. The inspiration starts out from the concept of Tapestry, with the contrast created by the fabric: super-technical nylon is used inside and out, all-over or as placed elements, with regimental-style stripes in earth shades ranging from cerulean blue to burgundy. The dominant yet subtle color palette indicates optimism and determination without unnecessary excess. Parcoats Florence has a bourgeois tinge.

“I am proud to present Parcoats Florence at Pitti Immagine because Florence is the incubator and cradle of the whole project and where my family has always worked, achieving important international results in the field of high-end sportswear. This fusion, which is part of the brand’s DNA, reflects upon the collection, where parkas reveal details typical of blazers and trench coats. This melting pot can also be seen in the very concept of the collection, which was designed for various members of a family where, always in a democratic way, everyone maintains his uniqueness, which is at the basis of the strength of a group,” explains Giovanni Allegri.

The print-making process is also artisanal in nature: the motifs were painted by hand in a famous silk factory of Como, and any imprecisions were deliberately left uncorrected to achieve an artistic — not industrial — effect.

The positioning strategy is innovative: the retail price, ranging between 500 and 1000 euros, was democratically conceived to reach all the members of the virtual family that is at the basis of the project.

In line with the inspiring mood of Parcoats Florence, the digital and social communication will focus on occasions in which the family, with a formal yet provocative flavor, will be able to see itself. The story will focus on a contemporary product, illuminated by a precise stylistic and social vision. The new scion of the family, which has ancient roots and distant origins but looks to the future, is Parcoats Florence.


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