Probably my favorite menswear label ever and anywhere is Primo Emporio. The company was born in Naples, Italy, back in the 1980’s by the Provitera family, namely Gennaro Provitera.The look is aggressive, falling into the category of what we like to call “transgressive”—trasgressivo in Italian—that is, seductive, anti-conformist, and very cool.
Moreover, each garment—whether shirt, pants, jacket, or tee—is modeled and sculptured to the male body, communicating a strong, anti-conformist message.
The styles are seductive, decisive, sweet, instinctive, and passionate with many details on each garment—subtle and, yet, very obvious.
Every time I return to Naples, I cannot help but make the rounds of the four different Primo Emporio stores. You can always spot one by the upside-down double peace signs.
This September, I may have gone a bit overboard in my shopping spree, but I have not regreted it.
Everywhere I go, people stop me to ask where I bought my shirts, jackets, pants, shoes, and belts. I like to be unique, and Primo Emporio allows me to be so!
Photo & Slideshow 2009 a/w collection Copyright Primo Emporio.
