WHAT'S THE STORY
New New Menswe ar
DUNO
TREADING NEW PATHS
Italian jacket manufacturer Duno has successfully made the transition from supplier for major brands to an independent label. Why has this transition been so smooth? Because extensive production experience meets a young, progressive mindset. Text: Janaina Engelmann-Brothanék. Photos: Duno
The so-called “Capospallisti”, the outerwear specialists, reside in the area around Empoli in Tuscany. Anyone who grows up here is inevitably exposed to the grandees of “Made in Italy”. The Wang family soon succeeded in setting up their own business and began producing outerwear for major fashion houses. 2012, however, marked a turning point. Young Chris Wang no longer wanted to merely act as a supplier to the well-known brands; he had ambitions to launch his own label. The idea was to create jackets for “flaneurs”, globetrotters who seek activewear with style. He assembled some of the most creative minds of the industry and combined their ideas with the family business’ 30 years of product and production know-how. He then opted for his very own market launch strategy: instead of trying to gain a foothold in Italy first, Chris Wang concentrated on entering the Far East market. The retailers there were ecstatic. Names like Takashimaya, Isetan, Mitsu-koshi, United Arrows, Urban Research, and Tomorrowland in Japan, as well as Shinsegae, Lotte Department, and Galleria in Korea, were among the first customers.
Peek & Cloppenburg, Modehaus Schnitzler, Steffl, Granicher, and many more. The secret of success: jackets with the highest quality standards in the mid-price segment. In addition, Duno is continuously working on its cuts, materials and, of course, sustainability record. The Refuture project, conceived in 2020 as an environmentally friendly capsule, will be further expanded over the coming seasons. It features jackets made of up to 80 percent recycled materials, mostly regenerated fishing nets. Duno plans to expand further for summer 2022 while also strengthening its women’s collection. Furthermore, the brand is constantly experimenting with different material combinations. The results include double-face jackets that combine natural fibres and technical fabrics.
EXPORT FIRST
Next, Chris Wang and his team set their sights on Central and Northern Europe, where the brand managed to impress customers just as swiftly. In the DACH region, Duno now boasts more than 200 points of sale including household names such as Breuninger, KaDeWe, 172
style in progress
The innovation potential of Duno is reflected in pieces such as the double-face jacket: linen on one side, nylon on the other – yet both sides are equally water-resistant.
