I've been wanting to know more about the Italian Slowear brand for a while and the opportunity came when I was recently invited to the opening of their new store in King's Road, Chelsea in London. Sadly, I couldn't go, but friend and ace personal stylist, Sarah Gilfillan, kindly braved the free drinks to report back for us.
Here is Sarah's report: Stepping in from the snow earlier this month to the shop opening of the new Slowear store at 15 Kings Road, SW3 4RP was like stepping into a hip film. The characters were all beautifully dressed, the soundtrack was being played on vinyl, and arty books were languishing around waiting to be pored over. Add to that a wall of photos of artistes such as Ronnie Wood and Amy Winehouse by musician photographer Mattia Zoppellaro and the movie set was complete.
If you don’t already know the brand; Slowear is the umbrella under which 5 brands merge giving you a one stop shop for your wardrobe as follows:
Incotex for trousers
Zanone for knitwear
Glanshirt for shirts
Montedoro for outerwear
Officina Slowear for accessories
It’s a mixture of perfectly formed basics with textural, patterned and unusual pieces to enhance these. They’re constructed in slim easy to wear shapes and soft worn in fabrics so they instantly look as if they’re part of your wardrobe. And if you’re feeling in a rock’n’roll sort of mood, choose one of their beautiful scarves or some chunky jewellery to ensure you really stand out. The protagonists of the evening for me were a collared ecru cotton knit sweater which looked like it could have come straight off the back of one of the characters in “Jules et Jim” and an ultra light, wind proof, water resistant and breathable mac which was part of the Urban Traveller range [sadly we don't have an image].
Slowear’s philosophy is to take it s-l-o-w and buy things you love that you’ll wear again and again. Treat them well and they’ll last and as it says on their website “DURABLE FASHION IF IT LASTS IT IS (R)EVOLUTIONARY”. Pop in to the Kings Road store for a coffee and a chat and they’ll have you kitted out in no time, so if your life ever gets made into a film, you’ll be most certainly be winning the Oscars for your wardrobe. Slowear.
With many thanks to our woman in Chelsea, Sarah Gilfillan of Sartorialab.
This is an unsponsored post.
