John, Paul, George and Ringo. Four distinct personalities, each supremely talented in his own particular way, and all of them capable of great things alone. But it was when they came together that the true magic happened, and they created something even greater than the sum of their parts. And so it is with Slowear, the family-owned Venetian fashion company that combines four distinct brands to create a unique offering for men looking for high-end beautifully crafted clothes. 

The company can trace its root back to 1951 and the launch of Incotex, which would grow to become a fabled trousers manufacturer turning out consistently stylish cotton chinos for more than 70 years. Over time, the business acquired other technically accomplished brands: Montedoro, an expert in sharply tailored jackets and coats; Glanshirt, which specialises in shirts, from work-friendly Oxfords to relaxed linen cuts perfect for the beach; and Zanone, a knitwear company highly regarded for its exclusive yarns. 

Bringing them all together made sense, for while each of the four brands has its own history and its own style, they are all connected by a shared philosophy; a slow fashion ethos that prioritises quality over novelty. ‘Even today, when the term “craftsmanship” carries complex and evolving meanings, many of our garments feature hand-crafted finishes and details, making them unique pieces. This is how we continue to strengthen our style, our identity, and our commitment to the most refined expression of quality,’ says Piero Braga, CEO of Slowear.

Instead of hyped catwalk-chasing fast fashion, they make understated clothes that are intended to be part of a carefully considered but always evolving wardrobe. It’s a holistic approach to dressing the modern man that emphasises harmony and unity within and across outfits, and it means that each piece aspires to a kind of timelessness, with the premium very much on style rather than fashion. 

Essential to this, of course, is a commitment to high-level craftsmanship that runs right through the production process from material creation to the cutting room. One of the core company missions is to be ahead of the game when it comes to fabric innovation and across all the brands you can see the impact of their rich, textural, three-dimensional weaves. Take, for example, Zanone’s Flexwool, a very fine yarn that Slowear makes by blending merino wool with a thin stretch thread so that it has incredible elasticity, lightness and thermal capacity. Knowing that they’re working with a material with great durability, allows its designers to create beautiful pieces like the slim-fit crew cut, safe in the knowledge that it will keep its shape for years to come. Similar care goes into the approach to materials at Glanshirt, where every shirt is triple-washed to ensure that the colour is properly fixed, giving the fabrics a super-soft finish and pleasing vintage feel. 

This attention to detail is also very much in evidence when it comes to the design process which is informed by Slowear’s ongoing exploration of modern tailoring. Its new casual suit by Incotex has been created with longevity in mind; it’s a dropped shoulder blazer that can be worn with different pairs of trousers, ensuring its long-term place in the thinking man’s wardrobe. In many ways, this single piece is a perfect distillation of the wider Slowear project: modern technique meets timeless style with everything considered down to the last detail. ‘At the heart of our philosophy lies the desire to create garments that become true life companions – pieces to be worn while living one’s passions, in a rhythm of life that is, precisely, slower and more meaningful.’

slowear.com