Jeckerson returns to Florence in the Mittel era
Jeckerson get back to Pitti under the new ownership. For the label specialized in jeans and clothing acquired at auction in September 2021 by Middleinvestment and merchant bank which also owns the majority of Ciesse duvetsthe 103rd edition of the Florentine event represents an opportunity to share the new project with the market because, as he explained to MFF in this interview the creative director Mauro Ravizza Krieger: «During the past few months we have been working on a re-branding with the aim of presenting a new Jeckerson, which looks to the past not in a nostalgic but contemporary key».
What are the most relevant stylistic changes for Jeckerson?
Our values have remained unchanged over time, so we certainly inherit quality from our history, the search for the best colors combined with fabrics, wearability, details that tell the authentic DNA of our brand. Starting from the iconic element of our trousers, the patch, we have created a new logo and therefore a new labeling and customization project for accessories such as label, zip, buttons. We present a men’s and women’s collection made of trousers created to be worn and lived over time.
Will your commercial strategy be based on wholesale or is there the intention to start a retail policy as well?
Our strategy will be primarily wholesale oriented. We believe that our 100% made in Italy product has added value in multi-brand stores and we intend to continue investing in this sense through more direct relationships with our retailers, pop-ups, dedicated corners, studied windows ad hoc and communication projects dedicated to strengthening Jeckerson’s image within the store.
What synergies are derived from the inclusion of Jeckerson within a group?
The group aims to become a new Italian point of reference in the urban/lifestyle and outdoor segments, developing all possible industrial and distribution synergies with the various brands. Mittel, with its active and industrial approach, prefers the so-called supply chain projects. The goal is to create a solid group with important growth prospects and to do this, the positioning and launch objectives of the two companies Jeckerson and Ciesse Piumini must first be achieved on the Italian and foreign markets.
What do you expect from Pitti and what are the most relevant innovations for the brand?
For us, Pitti is an important starting point and certainly represents an important national and international showcase. We exhibit the men’s and women’s collections and talk about each other through a space in the central pavilion that fully represents Jeckerson’s new contemporary and sophisticated image. We are working on attention to detail, on the search for design furnishings that can tell the brand’s refined and international attitude. (All rights reserved)