Blauer and Ten C, the two brands owned by FGF Industry, are evolving in terms of product and strategy, as recently explained by Enzo Fusco, owner FGF Industry, and Alessandro Pungetti, designer and founder, Ten C, within two events held for s/s 2023.
Recently, in order to face the overall difficulties caused by the pandemic, the problem of delayed transportation and the overall growth of costs, we have started anticipating our design, production and delivery phases. Therefore, we were ready with products three weeks before the usual timing of Pitti Uomo.
Already in the past when we participated Pitti Uomo we noticed that most of our clients, about 80% of the total, had already placed their orders. For this, we thought we might have skipped participating in the show, as most of the work of presenting and offering the collection had already done been done. As an alternative, we decided to present our collections differently.
We presented both collections in the context of Milan Fashion Week. We showed Blauer in our showroom to a much more selected and catered number of clients and insiders, while for Ten C we held a separate very exclusive event and a gala dinner in Milan on June 20th. Both initiatives were a test, and they proved to be successful alternatives.
What about FGF? How is it performing?
Generally, sales are going well. As a company, we expect to reach about €80 million sales by the end of 2022, which were about €60 million in 2021.
And what about Blauer? How is it evolving?
Among the most successful items of the new collection, there are jackets padded with recycled materials and other pieces padded with Sorona, a high-quality sustainable filling material.
Leather is successful again as there is a return to leather pieces. We have also included new alternative materials in our collection like cotton-nylon, cotton-linen, other new blends and ultralight microfibers which are as lightweight as shirting fabrics.
What about Ten C?
For Ten C we had shown our collection to our clients only ten days ago and have already reached some very good results. Ten C is positioned in the luxury sportswear segment, and we are happy about it as we are selling it to the best 300 stores worldwide, including Italy.
The collection is performing very well. In the last two years, Ten C has always increased, and it doubles its sales every season. I think it’s not just a coincidence, as the product is playing an important part as in such a difficult market moment it’s clear its message and was able to step into the market in the right moment.
Ten C wants to become and a total look. It was born as a line of outer jackets according to the philosophy that the least you consume, the more eco-friendly you are…even if you don’t use fully sustainable materials. What counts is that you can wear an item for long.
We had started offering a line of jackets, and now it has grown to become almost a total look. That was an indispensable step because if a shop wants to create a shop-in-the shop or display a very focused shop window, it can present a complete total look of the brand. Sweatshirts, for instance, are working very well - also as there has been a return to this item - while in winter knitwear is also highly appreciated.
We added a very innovative fabric, which is a special two-layer rip-stop with an inner coating. Then jackets made with it can be finished with thermo-sealings making them practically waterproof.
How could you include different pieces to create a total look Ten C collection?
While continuing offering OJJ (Original Japanese Jersey), a material mostly used for winter pieces, we started adding additional lighter weight items like jackets, sweatshirts and t-shirts that are resistant and technologically advanced with the same touch of Ten C.
What about colors? There is a vast offer of Bordeaux items, which is uncommon for spring...
We didn’t include any black because we preferred to focus on natural hues only - from white and chalk to all pastels up to this Burgundy, which is my “black”.
We also offered a capsule of down jackets with detachable sleeves, including padded nylon pieces completed with OJJ elements. Though we also offer bags, backpacks, trousers among others as these mixed materials can be interpreted most differently as are all piece-dyed. All these items are unique, and such results can only be achieved here as made in Italy and dyed by Tintoria Emiliana, a number one specialist in this kind of finishing.
For f/w we will also work on more evolutions tied to use of wool.