"For years we have been promoters of aesthetic dogmas
and new lifestyle ideas, making the simplest products
become indispensable status symbols for glam fans.
Thereby we give denim and sneakers a new dimension,
taking them up to the level of true luxury phenomena,
doubling or tripling prices.
All this makes us feel a bit guilty (in a good way, obviously).
For this reason we decided to create a new product that could
contain all the qualitative standards learned during our steady
experience, locked together in a unique label projected towards
the unexplored imaginary territory we commonly call
“democratic fashion” ".
(Stefano Martinetto, C.E.O. Futurenet Group srl).
Here comes Dyed Pretty, a feminine brand produced by
Futureworks srl (the production company of the Group)
and designed by the skilful hand of
Elena Boaretto (ex Replay and year-long designer of Cycle).
The collection introduces total looks, of which each piece
costs less than the limit price of 100 Euros retail.
Dyed Pretty will be distributed in Italy through
the Futurenet Group Showroom network and will make
its debut in December 2007 in 100 stores. It will be sold
in high level targeted boutiques .
The idea is to conquer the Italian market first,
increasing the number of the retailers to 350 in four seasons.
After reaching this goal, distribution will also be extended
to foreign markets, trying to adapt to the requirements
of every single territory and differentiating the offer in terms
of product realisation.
Dyed Pretty has sober and clean shapes, "chic" with special
details and finishes that will surely satisfy the customers’ demand.
Inspired by Edie Sedgwick, one of the most talked about eclectic
figures of Andy Warhol’s renowned Factory, Dyed Pretty proposes
a range of shirts, shorts, jackets, dresses and obviously jeans
“stolen” from its muse’s wardrobe. Edie was an adventurer,
an explorer of the future. Animated by the ghosts and demons
of her past, she was an out of land "girl on fire" that moved fast
in the cosmos of the 60’s, dazzling and ravishing the minds of
everyone who knew of her.
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