Philosophy
Prps is an American brand known for its luxury denim for men and women.
The Italian start-up was launched in 2013, during the 84th Pitti Uomo, in partnership with Prps International and led by the CEO Fabio Sala.
Even if the denim industry is increasingly competitive, Prps reached prestigious achievements, consolidating its leadership in the luxury denim market.
Prps is synonymous with fascinating products, design and research; in Italy the company has initially focused on men's collection, but a Prps denim collection for women is coming soon.
Prps is synonymous with luxury denim, with craftsmanship details, and it has in its DNA the concept of authenticity; this value was introduced in the world of denim looking at Japan, following the main rules of the tailoring denim of the Rising Sun.
Not surprisingly, the production is entirely handmade in Okayama, using the best African cotton, in order to create an unparalleled jeans, winning over lots of celebrities which appreciated the perfect mix craftsmanship details; David Beckham, Brad Pitt, Bruce Willis, Gerard Butler, Ashton Kutcher, Jay-Z and former model Elle Macpherson are real fans of Prps.
The brand was founded in 2002 by Creative Director Donwan Harrell in New York; Prps is the abbreviation of "purpose", because each item is conceived with a specific purpose, highlighting the designer's obsession to take care of each detail.
Currently, Japan Prps, Prps Goods and Prps Noir are sold in more than two hundred multi-brand stores in the United States, alongside the most prestigious department store such as Bloomingdale's, Nordstrom and Neiman Marcus, Saks, Atrium and Barney's in New York and Ron Herman and Fred Segal in Las Vegas and finally Traffic in Dallas.
In Italy Prps is available in the following stores: Antonia Boutique and Excelsior in Milan; Tiziana Fausti Bergamo; Folli Follie in Brescia; Gerard Loft in Florence; Degli Effetti in Rome.
Prps Goods and Prps Japan are available in Flanella in Bologna; Boys Loft in Brescia; Brian & Barry in Milan, Bernardelli in Mantua; Tony Boutique in Magenta; Sears in Bassano del Grappa; Carnaby Street in Verona; Teatro in Florence; Babilon Bus in Prato; Guarini in Pescara; Fagni in Pistoia; Gibot and Bottiglieria in Rome; Guerra in Taranto; Chirulli in Martina Franca; Barbisio in Catania; Michi D'Amato in Bari.
These are some of the top Italian boutiques who believed in the excellence of Prps fabrics.
Since its inception, the brand has always stood for materials’ research, such as the Japanese denim and African cotton and, in a short time, it won over the best American department stores.
Prps has experienced an exponential growth during the latest ten years and in 2012 it recorded sales for twenty-five million dollars.
Prps offers several niche designs but also skinny, boyfriend or ripped jeans, treated denim with different washes and all created with top quality materials.
The label also proposes a wide range of garments, with a modern and unconventional design, such as the multi-fabrics jackets made of wool and leather, sporty fabric trousers, "baggy" overalls with unusual cuts, eccentric fox fur and, finally, tartan shirts.
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