Venetian brand Slowear’s autumn/winter collection is its first outing as one unified label
Philosophers have wrestled with the question of identity for centuries. Who are we? What defines us? How much can we change before we become someone, or something, else entirely? It’s certainly an existential way to introduce Slowear’s autumn/winter collection, but the Venetian label has been asking itself the same questions lately – and now, it’s ready to offer an answer.
Slowear has historically been a collective of four individual labels: Incotex, Montedoro, Zanone and Glanshirt. But from this season, all of Slowear’s products, from its impeccably cut trousers to its featherlight knitwear, will carry one name – Slowear – and nothing else.
It’s a subtle but significant change. Since the four sub-brands first came together in 2003, they’ve offered a kind of modular luxury – each category with its own logo, heritage and voice. But as CEO Piero Braga explains, the future lies in simplicity. ‘This rebranding process is a natural and necessary step to consolidate our identity,’ he says. ‘But also to communicate our values of authenticity more effectively.’
Authenticity is central to Slowear’s appeal. Defined not by trend or slogan, but by timeless design, responsibility and craft, it’s a value that runs through every fibre – and one that’s now easier to express with a single, cohesive voice.The monobrand move isn’t about minimisation; it’s about clarity.
The first full expression of this evolution is The New Modern, Slowear’s AW25 collection. Structured around four “wardrobes”, it guides the customer through the season – from lightweight, high-performance fabrics for the first flushes of autumn to robust, weatherproof pieces made for mountain snow. The brand has also created a new capsule, Travel Pack, which comprises five trousers and four tops designed to be mixed, matched and restyled depending on the occasion – proof that intelligent design and easy dressing aren’t mutually exclusive.
There’s tailoring, too – a continuation of the brand’s “modern tailoring” concept that elevates casual items by integrating elements of haute couture. The standout? The new Primo jacket, a bomber-style silhouette cut with precise, architectural lines.
As ever, the brand’s fabric expertise is on full display. Every piece in the collection has been crafted from responsibly sourced materials, with a focus on tactility, structure and longevity – a reminder that truly thoughtful design begins at the fibre.
So, what is Slowear in 2025? It’s a single label, yes – but it’s more than that. Its name is shorthand for a way of living: for people who care about small details and timeless style, and who want to engage with the world in a way that’s responsible, considerate and enduring. The move to a monobrand means Slowear can communicate, simply and with calm clarity, who it has been all along – and use that refreshed heritage to look towards the future.
