The #realitytelling ethos which fuels the whole of the Peuterey actions is an ongoing process aimed at radically illuminate the relation between the brand and its customers, making it engaging and gratifying. Clarity and immediacy are the emotional tools. Truth and honesty the defining characters.


A new chapter of this work in progress unveiled in January in Florence on the occasion of Pitti Uomo 91, when Peuterey, in collaboration with the iconic store Luisa Via Roma launches the ICON PROJECT, both a limited edition of products and a one-off event.

During one of the most vital moments for the city - a veritable gathering of fashion's who's who, from retailers to press to designers - Peuterey acted as the main sponsor to the FIRENZE4EVER happening, which this year is dedicated to the theme of air. Air means lightness, which is a Peuterey pillar. An exclusive air-themed window display showcased  items in Luisa Via Roma's trademark art-meets-fashion manner, while a cocktail event held on the night of January 11th. In parallel, a special corner dedicated to customers has been opened inside Luisa Via Roma, with the Icons immediately available for purchase.

The Icon Project epitomises Peuterey's quest for honesty and authenticity at every level: design, communication, commerce. At the core of it is the product, in fact three iconic models both for men's  and  women's: a parka,  a bomber and a trench- which sum up the purposefulness, flexibility and easiness, married with attention to detail, which are integral to the brand. These exclusive icons in one-off exclusive colors will be on sale at LuisaViaRoma with a dedicated tag.