INTERVIEW

WEAR YOUR VALUES

Between “Made in Italy” craftmanship and sustainability, HandPicked strengthens its identity in luxury sportswear, proposing its idea of urban total look also for FW 23

Valeria Oneto

Tailored, timeless, and sustainable. These three elements describe very well the philosophy of HandPicked, the Adriabased company born from the knowhow of Giada S.p.A., that has been a leader in the production of luxury denim and in manufacturing expertise for over 30 years. Always characterized by its attention to Made in Italy tailoring, it is no coincidence that its production chain ranges from north to south, drawing on the best tailoring facilities available in the country. HandPicked FW 23/24 collection features a line of contemporary clothes that are both sophisticated and casual, with a perfect fit, designed to go beyond seasonal fashions and to last over time. We have interviewed Franco Catania, CEO of the brand.

Can you describe HandPicked with three adjectives? Tailored: denim becomes a work of haute couture in which nothing is left to chance. Timeless: every garment is designed to go beyond seasonal fashions, to guarantee comfort and reliability that allow you to build a lasting connection with your garment. Sustainable: an adjective that for HandPicked takes on a wide meaning: we are not only talking about respect for the environment, thanks to low-impact materials and washing, but also for the workers and the territory. memory. An endless sensory journey, as well as a territorial identification that strengthens the concept of Made in Italy.

How much value do you place in being Made in Italy? Our trousers are entirely made in Italy, in facilities with over 40 years expertise. This allows us to make garments with unique finishes that cannot be reproduced in other areas of the world. For HandPicked only exclusivity, our customers deserve only the best.

In terms of turnover, how did 2022 end and which are the forecast for 2023? 2022 was a very positive year for the brand, with over 50% growth in sales with respect to 2021, and a strong foreign traction. For 2023, we expect a further increase in sales thanks to the expansion of the collection and a significant grow of store numbers. Besides, in 2023 the Court of Milan will decide about the ownership of the Jacob Cohen trademark. If, as we hope, the decision is favourable to Giada, we might return to pre-Covid turnovers.

What are your strategies for the future? We will certainly focus on the product, always paying great attention to sustainability and quality of service offered to our customers.

What are the new items of the collection you will present at Pitti 103? The HandPicked collection was born as a luxury denim brand. Today we want to express our creativity in items different from our iconic 5 pockets. With the new proposal we strengthen the identity of “trousers” through stylistic choices like large and modern volumes, belt constructions and interiors absolutely contemporary and elegant.

The FW 23/24 is a total look collection, why this choice? Because we want to make it fully clear who is the HandPicked man, convey his taste and style. Expanding our range of products we can also strengthen our retail presence. The experience of our flagship store in Taormina is very encouraging.

Can you make a portrait of the HandPicked man? Our ideal customer is a contemporary, refined man who appreciates fine things and endless attention to detail.

Today what is your brand positioning? HandPicked is sold in premium boutiques, along with the top brands of the high-end segment.

What are the stylistic dictates that make your garments special? A meticulous attention to details and fits.

Each model in the collection is named after an art city. Why this singular choice? We enhanced each of our garments by matching it to a place, where the mind can take you every time you wear it, to fix it in the

Above: denim jacket Under: five-pocket trousers with two different washes from the FW 23/24 collection