Sportswear as a twenty-first century uniform. Here is the obsession that distinguishes the collections of Neil Barrett
Neil Barrett? Bets on distribution, not only by increasing its physical sales network, which counts 30 single-brand stores and over 550 wholesale customers, but also online presence.
Following the opening of the first monobrand in the United Kingdom, Conduit Street, in the Mayfair district, will also follow a first boutique in the United States in 2019, an area where the brand is present only through multibrand.
Moreover, Neil Barrett closed 2017 with a consolidated turnover of 90 million euros and among the reference markets it sees Europe, which weighs 43 percent, with the United Kingdom leading (11%) , Italy and Germany, the Far East, which weighs 44% with China and Macao on the front lines, followed by Japan and Korea, and the Americas, which account for 9%. The rest of the business is divided between Middle-East and Russie.
But what is the secret of the success of this strictly luxury brand?
Simple: Neil Barrett thinks of today’s explorers, his reasoning goes straight to the sea and the uniforms of those who practice diving, so a sportswear designed to meet the needs of the most extreme conditions.
So military-inspired trousers and trench coats have tailor-made cuts to make body movements easier (there are also zippers positioned at strategic points).
For bermudas and t-shirts, the favorite materials are lightweight nylon and techno-cotton, along with the rubberized trench fabric (which is so reminiscent of the raincoats of those who embark on a boat trip and the waxes used at sea).
Just take a look at the men’s and women’s collections, not coincidentally on the catwalk together on the brand’s shows, to see how both are inspired by these themes: the models are all declined on khaki, sand, bright yellow and orange.
Patterns become synonymous with masculinity, transformed into colorful prints on sweatshirts and T-shirts.
The accessories also wink to the navy world, such as the shoulder bag or the Bolt 01, the new sneaker in scuba and leather.
And the public of the most exclusive streetwear, to what, it seems, like.