In a former workshop-turned-event space on a cul-de-sac in the 10th arrondissement of Paris, the team at Massimo Osti Studio presented the concept of this new Italian urban sportswear label. Far from its location in Bologna, the premium brand wanted to underline its ambition from the first season by presenting itself during Men's Fashion Week.
Massimo Osti Studio chose a workshop in the 10th arrondissement of Paris to present its concept – FNW
Massimo Osti: a name that is synonymous with the ultimate reference for generations of work and functional clothing enthusiasts. The Italian designer-engineer, who died in 2005, revolutionized sports fashion by not shying away from changing uses from dyeing to screen printing and testing and developing new materials for his clothing. An approach that formed the basis for the success of brands like Stone Island and then CP Company.
Today a label is being created in his name: Massimo Osti Studio. And the son of the eponymous designer, who took over the management of the CP Company, of which he is CEO and which leads this project, was in Paris in mid-January to commemorate his father's legacy. Archive pieces were exhibited on site and old interviews with the designer were shown. In the heart of the hall, the brand's pieces came to life on a huge mechanized shelf. The label does not offer seasonal collections and wants to operate by chapter. In 2024, there are three event chapters and five product chapters on the menu, each using a highly technical material.
The installation of the Paris presentation – FNW
“We could have delved into the vast archives and work of Massimo Osti to create this label. But his true legacy lies in his enduring desire to break new ground and develop new materials. That’s exactly what we wanted to do with Massimo Osti Studio,” explains Silvio Vigato, the brand director. Our teams have suggestions for materials that we at CP Company cannot always use, but here we can work with them by combining them with specific construction techniques.”
Also an opportunity for CP Company to adapt the market to new materials and test the commercial potential. Each of the chapters consists of a silhouette in one or two colors with half a dozen pieces. To mark the launch, the brand has also created a capsule of basics, which has been sold on its website since January 17th, but the first chapter will be marketed from February 7th. This is a loose parka and pants made from Alcantara, a durable and comfortable non-woven fabric with a heat-sealed construction. A backpack completes the silhouette.
Massimo Osti Studio, Silhouette Technomesh – Massimo Osti Studio
On the distribution side, the offering (approximately 400 pieces per chapter) is highlighted on the brand's e-commerce website as well as in a selection of 20 to 30 leading sportswear retailers around the world. “Even if it involves new technologies and certain materials, we don’t want to position ourselves in the luxury sector,” explains the brand director. The prices will be around 30% higher than those of CP Company. But that is also the reason why we are presenting it in Paris, because we feel that with this work we deserve our place on the world stage.
The project also clearly aims to establish CP Company, owned by Hong Kong group Tristate Holdings, as a legitimate player in the premium fashion space through technology and authenticity. Every six weeks Massimo Osti Studio presents a chapter. This year, therefore, follows a jacquard silhouette developed by Limonta in 1893, which uses an assembly technique to limit the seams, a Technomesh silhouette made of nylon with a double digital print and a Gore-Tex solution designed for the specific waterproofness ensures, but also an original is light black color treatment and finally a reinterpretation of the Technowool material that Massimo Osti used for his jackets in the 1990s, using a material called Fresco Wool Gum in a deep burgundy tone.
In each proposal, the cuts and attention to detail testify to the competence of CP Company's design teams, whose dynamism was recalled by the owner during its half-year financial results in mid-2023, especially in its strong markets such as Italy and France.
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