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C.P. Company’s Goggle Jacket, Garment-Dying Exhibited in Milan – WWD



FIFTY SHADES OF C.P.: C.P. Firm unveiled the final of its celebratory tasks on the primary day of Milan Males’s Style Week, taking up the commercial Base venue with an exhibition retracing materials and dyeing improvements that outlined its 50-year historical past.

All through 2021 the model, recognized for pioneering the garment-dyeing method within the ’70s and having helped outline the notion of Italian sportswear — stuffed with navy and utilitarian references — because it’s recognized at present, launched virtually monthly drops of new cobranded or special merchandise, collaborating with the likes of Patta, Sebago, Barbour, Adidas Spezial and Emporio Armani.

The exhibition, known as “Cinquanta: A Retrospective on 50 Years of Sportswear Innovation by C.P. Firm,” retraced the model’s textile-driven and revolutionary bent, exhibiting a choice of greater than 70 gadgets drawn from its 30,000-piece archive.

Flattened inside paper-thin glass circumstances, every prototype got here with detailed descriptions of what made them revolutionary.

Lorenzo Osti, son of the corporate’s founder and firm president since 2019, mentioned “every of the ten tasks we did in 2021 established a dialogue and celebrated one of many points linked to the model; they represented a number of significant views on the corporate, whereas the exhibit is extra about celebrating the model in its entirety.”

Paying homage to a 50-year historical past isn’t any straightforward activity, and Osti admitted he may have some relaxation after the showcase wraps on Monday, however he’s motivated to maintain going.

C.P. Company's 50th anniversary exhibition.

C.P. Firm’s fiftieth anniversary exhibition.
Courtesy of C.P. Firm

The model is seeing quickly rising gross sales in new markets, together with France, the place the underground hip-hop scene is embracing the label. This has triggered the entrepreneur to safe a premium spot in Marseille to open a flagship, which can bow within the spring. London comes subsequent with a gap slated for July, whereas the corporate is holding talks for premium spots in Amsterdam and Manchester.

He forecast gross sales might high the 100 million euro threshold subsequent yr, however he plans to make use of 2022 to raised perceive the place the model is headed and what’s drawing shoppers to it, “turning them into loyal and returning purchasers.”

Over 5 a long time, C.P. Firm has attracted worldwide youth subcultures, turn out to be recognizable for its “goggle jacket” launched in 1988 and has most not too long ago entered a brand new part of its improvement technique underneath Chinese owner Tristate Holdings Ltd.

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