MILAN — One company, one brand, one name.
Formerly known as Dirk Bikkembergs, the fashion house, with a strong focus on urban sportswear, was recently renamed Bikkembergs and consequently its offering was streamlined to include only one brand, designed by creative director Lee Wood.
Driven by a “make it simple” mentality, said Bikkembergs chief operating officer Dario Predonzan, the company discontinued the brand’s multiple lines to focus on its core business. “This doesn’t mean that we lowered our offering. We actually expanded and elevated it,” he added, referring to the fact that the Dirk Bikkembergs line in the past pivoted on design-oriented collections, while Bikkembergs is now dedicated to laid-back sportswear. “We wanted to make it all easier to understand, stressing the fact that we use only one code and we are anchored to one vision,” Predonzan added.
The reorganization of the company coincided with the acquisition of the remaining 49 percent stake in the brand by Chinese retail giant Canudilo Modern Avenue from Italian companies Zeis Excelsa and Sinv. Canudilo first acquired a 51 percent stake in the fashion house in June 2015.
“Since the acquisition in 2015, we focused on revamping the brand by refreshing its image and rediscovering the values to