Iceberg - Ice Play - Paolo Pecora

At ICEBERG boutique, the collections of ICE PLAY and PAOLO PECORA MILANO are also available. ICEBERG was born in 1974 - when sportswear marks the greatest transformation of fashion trends, upsetting every habit and changing codes of behavior - and launches a double transformation: not only sportswear, but a knit sportswear. ICEBERG's challenge begins with a pullover collection designed with a very talented newcomer, Jean Charles de Castelbajac. The project and the advertising campaign are surprising: a gallery of testimonials of the brand captured by Oliviero Toscani between 1980 and 1986. Pure trend, dynamism, a pop spirit that reflects the American pop art of which the family Gerani is a collector. In these 40 years of life, ICEBERG has built a world around itself, which has expanded and diversified thanks to a careful strategy of brand extension: from watches to footwear, from kidswear to beverage. ICE PLAY takes its inspiration from the journey, from the constant search for places capable of generating colors and emotions, which are transformed into an eclectic collection, with a dynamic spirit and characterized by a decisive line of irreverence, always respecting glamor. The simplicity of the forms contrasts with the refined details, making ICE PLAY creations suitable for every moment of the day, thus creating a unique and fun contemporary sportswear. PAOLO PECORA MILANO: since 2005 the desire for continuous evolution and perfection on the part of Paolo Pecora, founder of the brand, has transformed an emerging knitwear brand characterized by wearability and by the attention of the details into an international brand with a very fast expansion. The Paolo Pecora Milano brand, just nine years after its launch, is synonymous with culture, experience and care in the choice of materials and workmanship, so as to become a reference point in the fashion industry.