Now owned by the world renowned heritage brand group WP Lavori who are based in Bologna, they have added Baracuta to their impressive portfolio of brands.
Baracuta was our original sponsor and is still a good friend of the Modcast, our Modcast contributer Kevin Stone is working with WP Lavori on its launch and Eddie caught up with Kevin to discuss all things Harrington, Ramsay and Baracuta.
Eddie – The new launch sounds exciting, what can you tell us about WP Lavori – I once worked for them at a launch party when they had the Vespa clothing range, so I know they are aware of the classic brand potential?
Kevin – WP Lavori was founded in Bologna in 1982 by Cristina Calori and boasts the worldwide licences for Woolrich, John Rich & Bros, Woolrich Woolen Mills, Woolrich Penn-Rich, Avoncelli knitwear, BD Baggies, and are the Italian distributors of Barbour and Blundstone – a really impressive line up.
Eddie – Baracuta is an iconic British brand that has always had an international presence, which countries are they targeting for the re-launch?
Kevin – The launch will happen in Florence, Italy on 29th June 2012 and the countries they are targetting will be Italy, Germany, Scandinavia, USA, Japan and of course the UK.
Eddie – Why Florence in particular?
Kevin – Florence is the venue for a famous international trade show called Pitti Uomo which tales place in January and June each year, the worlds best brands exhibit there and of course the worlds best store buyers are in attendance.
Eddie – What can you tell us about the new collection?
Kevin – Well it’s all top secret until the launch, but they will remain very true to the brand – there will be Made in England versions of the famous G9 jacket – there is a top end range which has been designed by Kenichi Kusano ex-creative director of the famous iconic Japanese store Beams+
Eddie – Is there a special launch in Florence?
Kevin – Yes, there’s an official launch on the 19th June the event will be a cultural retrospective of 75 years of British Culture through music and video, with guests UK DJs including Modcasters Norman Jay and Dean Rudland.
Eddie – How long have you been involved with the brand personally Kevin?
Kevin – I always knew of the jacket, its such a iconic and ubiquitous staple, worn by icons from McQueen to Sinatra. In 2004 I was asked to head up a project to bring the brand back to life, from researching the history (nothing was documented) to re-building the archive, this was manna from heaven for me as I had a fascination for British youth culture – from the very first time I heard Northern soul being played at my local youth club to eventually working with great iconic brands such as Fred Perry, Ben Sherman, Gabicci etc.
Eddie – Thanks Kevin and good luck with the launch!
Kevin – No problems Ed, lets see if i can get a big fat Baracuta prize for the Modcast!