“Is it a jacket that thinks it’s a sweatshirt, or a sweatshirt that thinks it’s a jacket?” This is the question that Gennaro Dargenio asks his colleagues during their meetings. But let’s go back a step, to 2008, when the textile sector was overwhelmed by the financial crisis that caused the closure of many brands. At that unfavourable time, Gennaro Dargenio, born in 1970, decided to open Circolo 1901 in Barletta. A project that was born with the aim of interpreting a new idea of casual by presenting the Easy Jacket: a formal-cut jacket made of fleece, designed to reward the comfort and lifestyle of those who wear it. » It’s our cult piece, a jacket made from unusual materials that frees men from the constraints of men’s tailoring. Whether in fleece, jersey, piquet or knit, our jacket stands out for combining elegance with comfort. My goal was to create a classically inspired garment but with the elasticity and performance of a sportswear or streetwear garment. So we decided to launch our Easy Outfit, a total look made up of garments perfect for different occasions of use in everyone’s daily life. Anyone can wear them and decline them freely and with their own style, while remaining authentic.»
L’OFFICIEL: Where does the brand come from?
GENNARO DARGENIO: We wanted a name that was inclusive, that would attract a target audience with whom to share ideas and emotions, as well as represent the “Proudly Authentic” philosophy of life. People who maintain their identity in the Club.
L’O: What does it mean to you?
GD: Feeling free to show who you are, your style and your way of seeing life, breaking the conventions that only make us all the same.
L’O: What conventions are you referring to?
GD: We have managed to introduce stretch fabrics into the formal world, materials that were considered unusual like jersey that were considered “blasphemous” by the initiated. Buyers prefer elegance, comfort, quality and durability.
L’O: And what are your distinguishing features?
GD: Combining elegance with comfort leads us to rethink the way we dress on a daily basis, breaking down the distinction between office and leisure looks. Our style unites several generations, from millennials to boomers, so that anyone can feel free to show their attitude.
L’O: Who are your clients?
GD: The profile of our clients is transversal by age, they all have one thing in common, a metropolitan and contemporary lifestyle. They are men and women who are not obsessed with trends, they do not want to dress with the limitations of formal clothes, but they cannot give up the elegant dress code.
L’O: What is your concept of tailoring?
GD: A mix of dressing functions and roles. Our style development and production process is managed in-house, which allows us to experiment even with printing treatments that are uniquely ours.
L’O: How is distribution developing?
GD: Italy represents the majority of turnover and we are present throughout the country. We opened in Switzerland, Germany, Spain, France, Scandinavia, the United Kingdom, Holland, Russia, Japan, Korea and the United States, who believed in and supported our vision.
L’O: What is your future focused on?
GD: We want to continue working on two fronts dedicated to men’s and women’s collections. For long-term projects, we will invest in research, innovation and communication. However, our central objective remains one: to build customer loyalty, to pamper them until they fall in love with our universe of products.