Florence-based Swedes Adam and Linda Friberg are the founders of new, upcoming Italian fashion brand AVAVAV. We know the couple as the brain behind other successful startups like Cheap Monday, Monki and Weekday—all bought from them by the H&M group, and still immensely successful. After the sell, the family moved from Gothenburg to Florence, and so it was only natural to keep their next venture close to their new home. The Tuscan city is known to be one of the top ranked fashion hubs in the world, with international fashion houses like Gucci, Salvatore Ferragamo and Emilio Pucci coming out of it.
Adapting a new and conscious business model built on short cycles, weekly drops and a sold-out concept, AVAVAV makes small, exclusive quantities in collaboration with regional producers found in the area surrounding Florence. With pre-existing, in-stock fabrics from the luxury industry at their disposal, they’re able to get round the traditional fashion system of seasonal launches—which we assume comes with bigger inventories and an increased risk for over-production and dead-stocks—and release at their prefered pace of 52 capsules a year. This offers the possibility to minimize industry waste while keeping costs low.
Launching in an age of digitalization has made it possible to keep the sales fully online-based, which enables a production cycle that runs from idea to finished product—ready to be shipped worldwide—in a timespan of 2-8 weeks; quick and easy. As designer Linda Friberg puts it: “With AVAVAV, I’m using the endless possibilities I have here in Florence to be fast and flexible, while tapping into hundreds of years of experience of the local factories. AVAVAV is an evolution of my admiration for this Italian craftsmanship and my beliefs about affordable luxury.”
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