In the international fashion scene, few brands manage to combine tradition, innovation, and sustainability with the same consistency and vision as Twinset. The online event organized by Rome Business School provided a privileged opportunity to explore up close the history and values of one of the most emblematic brands in Italian fashion. With contributions from some of the key figures at Twinset, interesting details emerged about its evolution, sustainable initiatives, and the value the company places on human capital.
Founded in 1987 in Carpi, Twinset began as a company specializing in knitwear, a sector in which it quickly gained recognition due to the high artisanal quality of its products. However, over the years, the company has managed to evolve into a brand that expanded its offering, covering the entire spectrum of total look fashion.
The period between 2010 and 2013 was a significant turning point for the brand, which no longer limited itself to knitwear but launched new collections that included clothing, shoes, bags, and accessories. Thanks also to investments from private equity funds, Twinset expanded its presence in international markets, becoming one of the most important global players in the fashion sector.
One of Twinset’s most innovative aspects, highlighted during the online event, is its ability to combine craftsmanship and technology. A significant example of this combination is the Pleasedontbuy project, launched in 2019. It is a pioneering initiative in the fashion world, offering garment rental instead of purchase, as part of a vision of sustainability and reducing environmental impact. At a time when sustainable fashion was just starting to emerge, Twinset anticipated trends and positioned itself as a leader in this field, responding not only to the growing demand from more conscientious consumers but also demonstrating a strong commitment to the future of the planet.
Additionally, the brand has always maintained a strong focus on the quality of materials used and the durability of its garments, aiming to reduce production waste as much as possible and instilling sustainability values at every stage of the process. For more details, visit the Pleasedontbuy initiative.
During the event, Twinset’s inclusive and stereotype-free vision became clear. The brand does not target a specific type of woman but promotes the idea that each customer can find their own “thread” within its collections.
“Every woman, with her own thread, should be able to adjust and stitch her own future.”
This concept of personalization and uniqueness lies at the heart of Twinset’s philosophy, which views fashion not only as an aesthetic expression but also as a way for each woman to express her individuality. The “Twinset thread” thus becomes a metaphor for each woman’s journey, allowing her to choose the garments that best represent her vision for the future, adjusting and “stitching” her own style and life path.
This approach of openness and inclusivity is also directly reflected in the company’s culture, where the customer is not seen as just a commercial transaction but as an integral part of Twinset’s philosophy and growth.
Twinset’s success is not only based on the quality of its products but also on a solid organizational structure that has managed to navigate the challenges of the global market. Under the leadership of CEO Alessandro Varisco, who took the reins in 2015, the company developed a managerial strategy that led to rapid expansion. An example of this is the new headquarters inaugurated in 2016, which solidified the brand’s global operations, and the acquisition of a weaving company, which allowed Twinset greater control over production.
Another strength of the company is its multichannel approach: in addition to direct retail and franchising, Twinset has developed a strong digital presence that has allowed it to adapt quickly to market changes and new consumer needs. Thanks to a mix of physical stores and online sales, the brand has strengthened its connection with customers and expanded its audience.
Twinset has always placed great importance on the growth and well-being of its team. The company culture is inclusive and oriented toward engaging people, promoting both physical and mental well-being.
“A climate where there is a desire to improve and look to the future.”
The company has developed several HR initiatives, such as Twin Talks, which give employees space to share their experiences and deepen the company’s philosophy, and collaborations with universities to stimulate new ideas through project work and briefs.
Additionally, the promotion of activities such as corporate yoga lessons and book crossing initiatives within the company highlights how Twinset invests concretely in improving the living and working conditions of its employees, creating a stimulating and dynamic environment. For more information visit Twin Talks.
2024 marks a key year for Twinset, with its debut at Milan Fashion Week, one of the most prestigious stages in international fashion. This step represents the consolidation of its position as a global brand, capable of facing the challenges of the international market while staying true to its Italian roots and values.
The event provided an in-depth analysis of Twinset’s ability to adapt and innovate, always staying true to its values of quality, sustainability, and inclusivity. From its beginnings as a knitwear company to becoming a leading name in international fashion, Twinset represents a model of success and innovation. A brand that looks to the future with determination, always ready to respond to global market challenges while remaining faithful to its mission: offering women around the world a way to express their uniqueness through fashion.
If you wish to deepen your knowledge in the fashion and luxury sectors, Rome Business School offers a unique opportunity with its Executive Master in Fashion and Luxury Management. This high-level training program is designed to provide a solid theoretical and practical foundation, covering all key aspects of the sector, from brand management to sustainability, digital innovation, and business strategy.
