More than just sneakers: the made in Italy challenge from Pyer Moss

More than just sneakers: the made in Italy challenge from Pyer Moss

Kerby Jean Raymond chooses made in Italy for his debut in women’s footwear and leather goods. The former Reebok creative director founded the brand Pyer Moss in 2013, and has now turned to Italian materials and manufacturing to take on his new challenges. This brand became famous six years ago when its show invoked the Black Lives Matter movement through the use of video, street art and fashion. The brand, which specialises in sneakers, is making its first real foray into other product segments.

More than sneakers

Pyer Moss’ first leather goods collection consists of three models. Distinguishing features: they are made of Italian calfskin, as Hypebeast points out. As well as bags, the range also includes keyrings, card cases and wallets. Italian leather is also used for the debut in elegant women’s footwear in collaboration with SND of Civitanova Marche.

Luxury reputation

Raymond left Reebok just under a year ago, when Adidas sold it to Autentic Brands. His goal now is to elevate Pyer Moss’ positioning and reputation. In other words: to detach it from streetwear and make it perceived as a luxury brand. This new collection should contribute to this. It is no coincidence that, to accentuate the excellence of their quality content, bags and shoes are produced in Italian artisan workshops.

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