Re-Ash, the premium jeans brand part of the Italian jeans manufacturer F.G. 1936 Group, is betting on a series of new projects aimed at making the brand grow at home and abroad and increase its commitment to highly valuable and sustainable denim-focused projects.
The group based near Teramo was founded over 60 years ago by the Caucci family and continues offering 100% Made in Italy high-quality jeanswear entirely produced in the group’s own premises. After a recent merging together of the family’s different companies, the three Caucci brothers–Maurizio, CEO and CFO, Ugo, involved in product, administration and financial tasks, and Filippo, managing production operations–are now able to better pursue common targets and strategies.
Maurizio Caucci, CEO, F.G. 1936
Part of the group’s portfolio are a selection of brands aimed at different targets: Re-Hash plays a key role in terms of sales and brand image, Cplus is an innovation and research brand, Tela Genova is an historical premium denim brand recently acquired by F.G. 1936, and Construction offers an authentic jeans selection. The company is also involved in production collaborations with luxury brands such as Tod’s.
F.G. 1936 Group produces about 350,000 pieces yearly for its own brands only and around 600,000 if considering its entire production. The group’s yearly revenues are €25 million of which 75% is earned from the Italian market and 25% comes from foreign countries. “We aim to double our sales by producing one million pieces per year and invert the ratio of our export quota reaching 75% of our revenues from foreign markets,” says Maurizio Caucci, CEO/CFO. “Our core market is now also mostly men as we sell 70% to men and about 30% to women, though we wish we could reach 50%-50% from both of them.”
Re-Hash showroom in Milan
To achieve these goals, Re-Hash wants to start offering a constant selection of new capsules to draw greater attention from the market. “Our aim is to become ductile and recall the consumer with new projects based upon great quality and research, though highly innovative,” continues Caucci. “Our aim is to become always more transversal and launch a new capsule of products almost every month. We can easily do this as we own the entire productive value chain from production to dyeing, including our finishing facilities. Thanks to it we can reach top-quality stardards and constantly control and enhance all of our new capsules and products.”
For f/w 2020-21 Re-Hash will launch “Rethink–Recycle–Reduce” (RRR), a new eco-sustainable jeans capsule, that will debut at Green Pea, a department store only offering different group of eco-friendly products created by the entrepreneurial family Farinetti. The new five-floor complex will host different stores selling sustainable products only from fashion, home décor and food on a 15,000-sq.-meter space. It will be inaugurated in Turin in December 2020 and might also be replicated in other European cities.
Image of Re-Hash’s new Rethink-Recycle-Reuse ecofriendly collection
This 30-piece RRR collection will be available from December 8 on. It is made with organic cotton, Tencel and recycled materials such as cotton, polyester and elastane that are certified and can be tracked throughout their whole value chain. Completing each item are low-impact accessories such as buttons, zippers and rivets in non-galvanized stainless steel, pre-consumer recycled leather labels and organic cotton linings, and biodegradable wrappings, among others.
“It is our duty to produce low-environmental impact pieces and clearly convey this message to the final consumer today,” says Caucci. “This new green capsule is the result of the blending together of exclusive design and high-research materials with the brand’s heritage and know-how, while promoting our planet’s respect. Moreover, our collaboration with Green Pea wants to start building a new business model that can help bringing a strategic and business change creating an entirely new conscious shopping experience.”
Another new capsule is Elite, a selection of eight premium denim pieces characterized by precious selvedge denims made with cotton, wool, cashmere, silk and Tencel blends. Careful garment contruction, Alcantara detailing, inner hidden pockets and tailormade-like garment construction add extra worth to this collection, which is offered at prices that are 30% more expensive items than average Re-Hash ones.
F.G. 1936 sells through about 900 multibrand stores worldwide. Out of this total Re-Hash sells to around 600 stores and in about six months will offer a new shop-in-shop project to better communicate with the final consumer the brand’s own identity and its new capsule selections. Key markets are Italy and Canada.