Paul & Shark, a historic Italian men's sportswear brand, is undergoing a process of transformation both in the area of product, according to a more responsible perspective, and in redefining its brand identity.
For the production of its garments, it already uses environmentally conscious materials including Econyl, Seaqual Yarn, and Save The Sea, a series of yarns and fabrics made by reusing scraps of nylon, waste and PET collected from the seas.
It has also been involved in a number of projects aimed at safeguarding nature, including, for example, Shark Trust, a nongovernmental organization that focuses on the protection and future of sharks through workshops, field laboratories and environmental protection projects.
In addition to these initiatives, the brand has launched a more fashion-driven and emotional campaign for s/s 2023 aimed at a wider consumer audience.
Andrea Dini, CEO, Paul&Shark, delved into some of the themes of the company's efforts and future projects with The SPIN OFF.
With the year 2023, we kicked off a new course in communications that is moving toward a renewed and more evocative aesthetic. We have implemented a long-term strategic plan, including a major implementation of communication and strong brand awareness work.
Our s/s 2023 advertising campaign "A Father and Son Tale" fits within this scenario. In fact, for the first time, the basis of our communication project is a storytelling, the tale of a journey between father and son, made of intense moments and shared personal experiences.
Did you also carry out a restyling of the collection? Who designed it?
The s/s 2023 collection is the result of research, innovation, as well as an intensified focus on sustainability, a key element for us.
Alongside our iconic garments such as the water-repellent sweater, the wool beanie, the peacoat, we launched the "Re-Sail" jacket, a jacket with a contemporary style and exclusive heritage made from disused sail pieces restored and then creatively reinterpreted in the new form as single edition jackets.
How will you continue your commitment to environmental protection?
Sustainability and care for the environment have always been essential values for us. There are so many projects we carry out in favor of sustainability. Last January, during Milan Fashion Week, our "Re-Sail" project debuted as an expression of our upcycling manifesto. In parallel, we carry out projects such as "Save the Sea," through which we strive to reduce environmental impact by using sustainable raw materials and production technologies.
In addition, we have presented the "Second Life" project, which allows us to put on the market even garments that do not pass strict quality control, but can still be used and sold after manually repairing each garment.
We want to increase the use of materials that come from reuse activities and renewable energy sources, which we already use 100%.
We have also set for qualitative goals that are more difficult to measure, such as the quality of life of our staff to improve their lives outside the corporate perimeter as well.
Finally, we are attentive to what the company can do to positively influence its supply chain–a far cry from our direct control–to ensure that all players with whom we collaborate adopt precise sustainability policies. This is our most important goal for the coming years.
Does this commitment combined with the fashion-minded strategy also allow you to reach a broader target audience, including younger consumers?
The s/s 2023 advertising campaign is an important building block in this regard as well. As anticipated, we are moving from a technical stylistic approach related to sportswear to a style closer to contemporary lifestyle. The communication path follows this evolution, the campaign storytelling is in fact a generational storytelling, in which father and son express their complicity by wearing the same clothes, which are then our iconic garments.
The challenge is to accommodate the demand of the new generations while remaining true to our DNA, as reflected in our s/s 2023 campaign.
According to industry sources, Paul&Shark registered a €150 million turnover in 2022. Can you tell us more about the company's economic performance?
The year 2022 ended with an increase of almost 20% over 2021. In 2023 we aim to reach pre-Covid levels. The best markets were Italy, Germany and Britain, along with Dubai where we broke all records. We are present in more than 73 countries, with more than 250 mono brand stores of which 85% are franchised and 15% directly operated, and we have a thousand wholesale customers internationally.
To date, 90% of our turnover is generated by exports. We recently opened our second store in Dubai, our third one in South Africa in Durban, three stores in China, and a store in Kuwait City. In fall 2023 we will open in London, on Regent street.