A collection that sees the product as the absolute protagonist and that embraces the freshness and positivity typical of those with a dreamer’s soul. In short, the optimism that has characterized the Gas brand for 40 years, founded in 1984 in Chiuppano, in the province of Vicenza, comes back to life and an expansion strategy that focuses on foreign countries, especially Germany, is taking shape. In the stand of Pitti Uomo, an event that closes its doors tomorrow, in Florence, the CEO of Gas, Rino Castiglione, and the creative director Gregoria Carmagnini, told FashionUnited about the initiatives in the pipeline for the brand.
Double-digit growth is expected for 2024
“We worked hard to make the company safe”, explained Castiglione, recalling that the new course of the brand began in June 2022 with the closing of the acquisition operation by the company Milano 1984 and owned by the Alpha investment holding Square Invest, Dea Capital Duke and Bordin Holding. Gas Milano 1984 today has 180 collaborators, has maintained its headquarters in Chiuppano and has a showroom in Milan.
“We chose Pitti, which remains an important showcase, to present buyers with a product on which we have worked a lot”, adds the CEO. The result is a collection that focuses on experientiality. “We are rainbow makers” is the message that unfolds through the denim garments but also light and floating silk dresses, sweatshirts, denim suits and timeless tracksuits. “Potentially the development of the new product takes into consideration the consolidated Italian customer, as well as the customer from all over the world”, underlines Carmagnini, specifying that the spring summer 2025 collection contains the best of the denim that has made the glorious history of the Gas brand, to which is added a good dose of chic and cool garments.
The heritage linked to the world of sport certainly remains an important cornerstone and is also linked to future development, so much so that the Gas Sport brand has been registered, “but music is also in our future plans”, added the creative director .
From an economic point of view, the objective is double-digit growth for the current year, and reaching 100 million euros by 2027. 2023 ended at around 40 million. Currently the Italian market accounts for 70-75 percent of the turnover. “The Italian, Spanish, Swiss and Hungarian markets have already been able to appreciate the latest collections, while Benelux and Germany do so from the spring summer 2025 collection”, said the CEO, recalling the joint venture on the Indian market with Reliance Brands, the largest distributor of high-end brands in India, which today has around 85 international labels.
“India is a market that is growing significantly,” noted Castiglione. As regards Europe, however, Gas Milano 1984 is focusing in particular on the German market. “Our collections will be increasingly international and will have to take into account the fit needs of the different markets”, said Carmagnini, specifying that the proposals for spring summer embrace a total look for every occasion. Denim takes on the main role, combined with cool and contemporary apparel items.
In detail, the first part of the collection celebrates spring as a time of change, in which the wardrobe is renewed and bright colors take over. The denim washes, as well as the colors of the garments, are inspired by the delicate tones of the sky, capturing the essence of this transition season towards summer, inviting you to get out of your daily routine; up to the freshest and most summery soul of the collection, translated into the use of fabrics such as linen, cotton gauze, silk and tencel.
The color palette reflects the theme of the collection, with increasingly pastel colours, washed and washed as the season progresses, and natural and delicate fabrics, which evoke the atmosphere of summer lightness.
For men, blue stands out with shades and intensity that give depth to the line, combined with shades of bright green and pastel neutrals. For women, lavender, light blue and tulle pink tones create an ethereal atmosphere.
The t-shirts acquire a lived-in but sophisticated character, conveying the desire for summer. Both genres incorporate details from the workwear world, reinterpreted with a sartorial approach through tailored workwear sets in indigo and colour, emphasizing a refined vision of workwear with jacket and trouser suits.
Furthermore, to celebrate the 40 years of the brand, the “denim archive” project was developed: a capsule made up of six premium denim, made in Italy from the fabric to the manufacturing, to pay homage to the brand’s DNA.
