Northeast Italy is one of the country’s richest and most productive areas, with internationally significant industrial districts—from wine and spirits to eyewear and textiles. In particular, the Veneto Triangle (Venice, Padua, and Treviso) stands out for its small and medium-sized manufacturing businesses, like Slowear, which, with its forward-thinking name, embodies today’s Italy. A project that starts with fashion and expands into lifestyle and travel. We spoke with CEO Piero Braga.

What is Slowear?
“Everything began with the intuition of Venetian entrepreneur Roberto Compagno, CEO of Incotex, a company specializing in trousers. Actually, we could say the best in the world at making trousers, as it supplied some of the most prestigious fashion houses: Zegna, Burberry, Ralph Lauren, just to name a few. In 2003, tired of being a behind-the-scenes façonnista and leveraging his know-how, Compagno decided to produce for himself. He continued with Incotex and acquired other Italian brands specializing in shirts, knitwear, and other garments, bringing them together under the name Slowear, a name meant to express a relaxed way of dressing and living. Today, although he’s no longer with us, we’ve inherited his vision and are expanding the concept of Slowear into a lifestyle brand for both men and women. The beauty is, the visionary name already encapsulates the mission.”

Today, everything seems to be “slow”—from fashion to travel…
“Almost playfully, Compagno imagined the ‘Republic of Slowear,’ complete with a flag and a mini-constitution. Its citizens don’t dress to impress, but choose functional style suited to their life: refined yet ironic. So, beyond being anti-fast fashion, we’re also far from that rigid, self-important style that takes itself too seriously.”

Still rooted in Italian style.
“We aim to immerse ourselves in a refined world of Italian tradition and beauty, which now spans across visual and sensory dimensions. What captivates the world, in my view, is our zest for life, our attitude. Yes, we have history and monuments, but also stunning landscapes, good food, fine wine. And other beautiful things: vintage Alfa Romeos, Riva boats, the Fiat 500, the Vespa, and yes, the way we dress. We’ve created a dream that continues to appeal. But there’s still work to be done. We’re in a virtuous cycle pushing us ever closer to absolute beauty. Places like Lake Como (and now Lake Garda too) keep improving. There are beautiful gardens, lush greenery, and well-kept urban spaces. Investments in sustainability are rising, bike paths are being developed, and private businesses are following suit with fabulous hotels, restaurants, and boutiques.”

How does this philosophy translate into your project?
“Our Milan boutiques are designed like living rooms. We have a Franciacorta bar and small winery with rare, carefully selected labels, coffee, chocolates, newspapers, books, and vinyl records. Our customers can drop by and stay awhile, right in the heart of Brera, one of the city’s most vibrant neighbourhoods. We want to build a community that shares taste, passion, and style. These are people who love art, travel, and good food. My dream is to found a club.”

Where would that be?
“In Milan. We have a large open space on Corso Sempione, an elegant, central area. It’s in a 1930s building that, ironically, used to house the Wine Exchange.”

What kind of club do you envision?
“I’d love to collaborate 360° with companies that share our DNA. I spent 18 years at Gucci, where Alessandro Michele revolutionized fashion by making it more pop. It’s important to embrace cross-pollination—creating, through a fashion brand, a universe that extends into film, music, home décor. We’d love for Slowear to be the common thread tying it all together. After all, the clothes you wear are your second skin—they move with you through everything.”

What sets Italian style apart today?
“In our country, you can’t separate yourself from the past or from history. From the moment we’re born, we’re immersed in beauty and quality. We have a unique way of understanding life, with a mood you won’t find elsewhere. We experience beauty with a joyful spirit.”

Are your clothes also designed with travelers in mind?
“Yes, we offer garments made from technical fabrics that hold up well during travel—like IceCotton. And we’ve created a capsule wardrobe where each piece mixes and matches: a more formal trouser, a relaxed one, a blazer, a bomber, and a less formal, unstructured overshirt. You can travel in comfort, then just throw on the blazer for a business meeting. In the evening, swap it for the overshirt and bomber, and you’re set for a casual aperitivo. A few versatile pieces that fit in a 24- or 48-hour suitcase. Soon, we’ll offer the same concept for women.”

Is there a destination in Italy that best represents the Slowear style?
“It would have to be Venice, where Slowear was born. It’s a city where you walk everywhere—you move around a lot, but in a slow way, perfectly in line with our concept.”

What’s your favorite place, and why?
“Everyone builds their favorite places through life. They’re made of people and relationships. I live very well in Milan. I love Champoluc, in the Aosta Valley mountains, where I vacation in winter. In summer, I go to Viareggio, my wife’s hometown on the Tuscan coast. Then there’s a city I adore for its madness: Naples. Every time I go, I discover something new. Despite its flaws, it always reveals profound beauty.”

Read our Pocket Guide to Salina with slowear