The Italian luxury conglomerate Slowear, which is well-known for its high-end casualwear, is planning to combine its collection of speciality brands under one roof, signalling a dramatic change in business strategy.
From autumn/winter 2025, the Milan-based company, which established its reputation for producing high-end trousers with its Incotex line, will combine its portfolio of category brands under the Slowear moniker. These brands include the knitwear label Zanone, the shirtmaker Glanshirt and the outerwear specialist Montedoro.
In the face of difficult economic conditions and changing consumer tastes, luxury groups are under growing pressure to simplify operations and establish more distinct market positioning. Slowear’s position in the cutthroat premium casualwear market, where consistent messaging and brand clarity have emerged as key differentiators, may be strengthened by the consolidation.
The reorganisation comes after Slowear became a B Corp last year, demonstrating the company’s dedication to ethical and sustainable business practices.
It is anticipated that the company’s wholesale operations and retail presence will be made simpler by the unified approach, all the while preserving the specialised manufacturing knowledge that has made each of its component brands unique. Stronger brand identification among global customers and operational efficiencies could result from the change.
Additionally, the strategy is in line with more general industry trends towards streamlined customer messaging and brand consolidation. A number of luxury businesses have streamlined their brand portfolios in recent years in an effort to maximise resources and establish more unified market presences.
The first cohesive collection is scheduled to make its debut to wholesale customers for the autumn/winter 2025 season. The changeover will see all products, from the company’s distinctive trousers to knitwear and outerwear, branded under the Slowear moniker.
