PT Torino
Character you can wear.
The language of fashion, the strength of identity and a journey told through brand work.
- Brand strategy
- Rebranding
- B2B e-commerce
- B2C e-commerce
- Digital marketing
- Communication
The product enters
a world.
In fashion, a presence is built with images, materials and consistency. For PT Torino that was the job: supporting a brand born on trousers as it became an entire wardrobe, and making it feel the same wherever people meet it, from the shop to the phone.
Since 1968,
in Turin.
The story begins in 1968, when Pierangelo Fassino took over the family textile business and started producing trousers, also for other brands. The PT brand came later, with his son Edoardo Fassino, and in 2019 the historic lines merged under a single name: PT Torino.
Today the brand is present in about 40 countries, with showrooms in Milan, New York and Tokyo. Japan and the United States are the top foreign markets, and in 2022, according to preliminary figures, foreign markets accounted for 57% of revenue. Those who have worn them include Barack Obama: a pair of Pantaloni Torino is in the archives of his presidential items.
Two transformations
at the same time.
The work took place while the company changed twice. The first transformation was in the product: from 2021 the offer expanded to total look, beyond trousers. The second was corporate: in 2023 the Made in Italy Fund of Quadrivio & Pambianco acquired control of Cover 50 S.p.A., the company behind the brand, which left Euronext Growth Milan. The Fassino family stayed in the shareholding and Edoardo in management.
For communication, this meant presenting each new category as part of the same wardrobe, to very different markets, without losing the brand’s Turin voice.
A digital marketing office,
outside the company.
For several years we acted as PT Torino’s digital marketing manager: advertising, website, social media and e-commerce. At the centre was the brand story: moving from «the trouser maker» to «the Italian brand that dresses the contemporary man at every moment of his day». Around it, the management of digital and e-commerce on two channels that speak to different people: the shops that order the collections and the end customer who buys online.
What we handled
- Strategy and repositioning
- The brand story as the offer moved from trousers to total look.
- B2B e-commerce
- The channel through which shops discover and order the collections.
- B2C e-commerce
- Online sales to the end customer, with the same brand voice.
- Ads, site and social
- Campaigns, website and social channels handled with the same voice as the brand grew.
What remains
of the work.
A brand that changes range and ownership within a few years needs a story that holds both shifts together. Our work was to give PT Torino a digital presence consistent with the new wardrobe, on the channels that sell to shops and on those that sell to the end customer. If your brand is also becoming bigger than what made it famous, see how we work on brands.
