Peserico Uomo: Beyond Fashion, Identity

In the tireless buzz of Dubai, where international excellence finds its place among futuristic skylines and cosmopolitan atmospheres, a new protagonist of Made in Italy arrives. It is Peserico, a brand that symbolizes the high-level craftsmanship of the Veneto region, now officially joining the ranks of the great names of Italian Style present in the Emirates.

The Maison—an expression of contemporary elegance and understated luxury, renowned for its refined tailoring and distinctive comfortable fit—opens a new monobrand boutique in Dubai. This new opening enriches the brand’s already prestigious international portfolio, which stretches from US to Asia. It’s a new milestone that consolidates Peserico’s presence in the world’s luxury capitals and strengthens the bond between Italian excellence and the most dynamic markets across the globe.

Peserico Flagship Store In Dubai; Image Source: Peserico

After all, Dubai’s sophisticated clientele can only appreciate Peserico’s philosophy: a rare balance between staying true to its roots and embracing a contemporary vision. It is a solid identity, built on values of consistency, reliability, and a deep connection to its territory. A philosophy that translates into an entirely Italian supply chain, where every phase—from fabric selection to final assembly—is meticulously overseen in the heart of Italy’s manufacturing districts.

From its historic headquarters in Cornedo Vicentino—the beating heart of the company—to the Riviera del Brenta, Modena, and Puglia: it is in these places that highly specialized artisans work together to create each garment. A production mosaic that strengthens an increasingly vertical supply chain, where each stage is carried out with the intent to dress those who choose elegance as a form of self-expression, through garments that convey taste, authenticity, and a profound sense of belonging to the culture of true Made in Italy.

But what truly makes the Peserico brand unique? Founded in 1962 by the passion and skill of Maria Peserico—initially focused on creating impeccably fitting trousers—the brand has evolved in a coherent and natural way. Now led by CEO Riccardo Peruffo, son of Giuseppe Peruffo and Maria Peserico, together with his wife Paola Gonella, the brand offers complete collections for men and women, where each garment tells a story of Italian craftsmanship, attention to detail, and enduring quality.

A prime example is the SS26 Men’s Collection recently presented at Milano Fashion Week Uomo, in the brand’s elegant and understated showroom in the heart of Milan. Becoming Nature.

Peserico SS26 Menswear Presentation In Milan; Image Source: Peserico

Collection and location intertwine in a sensorial harmony that celebrates the rebirth of nature: a journey beginning with the freshness of Spring and opening into the brightness of Summer, with relaxed atmospheres and hints of soft, refreshing colors.

The color palette moves between delicate sandy tones—Clay, Shell, Marine Wood, Shoreline—and deeper hues like Bark, Brick, Deep Blue, and Ultramarine. Complementing these are soft blues and crisp whites, which bring lightness and brightness, while the elegant silver-gray of Helichrysum Grey adds a sophisticated, quiet note.

Here, we rediscover the Maison’s distinctive chromatic codes: beige, interpreted in endless shades, and grey—both calming neutrals that convey balance. These are colors that speak to a man who values quality, seeks maximum comfort, and communicates confidence and reliability with discretion.

Character and strength then emerge with intensity in pieces rendered in Deep Blue—a tone that is formal yet reassuring, capable of expressing presence without ever overstepping.

This year, the key color of the Becoming Nature collection is Phoenia Red, fully embodying the passing of time through the seasons—from the first signs of Spring to the height of Summer. Phoenia is an evergreen shrub known for the unique chromatic cycle of its leaves: among the first to sprout in Spring, they light up in a brilliant red that gradually softens into more delicate tones. Thus, Phoenia Red, the flagship color of the SS26 men’s collection, does not scream—it asserts its presence with elegance.

Nature, then, is an integral part of Peserico’s identity—on one hand, reflecting the brand’s commitment to favoring natural fabrics; on the other, as the aesthetic expression of Creative Director Paola Gonella, who draws inspiration from the purity and harmony of the natural landscape. This sensitivity is reflected in the brand’s spaces: each boutique, personally curated by her, is conceived as a natural extension of the collection, where environment, philosophy, and style engage in perfect balance. The result is a coherent and immersive sensory experience—a refined and quiet way to express the brand’s commitment to sustainability.

It is in this balance between aesthetics and functionality that the details take shape. Because the Peserico man is practical, yet never gives up on elegance and standing out with a relaxed look defined by clean lines and minimal yet meaningful details.

Elements of the Maison’s heritage are distinctly present: from the “P” pin on jacket and blazer lapels to the clover pattern print, a refined tribute to the brand’s Venetian roots. The four-petal motif, typical of Venetian Gothic architecture—from the tracery of Ca’ d’Oro to the windows of the Doge’s Palace—is reinterpreted here in textile form, becoming a modern, elegant, and symbolically rich detail.

The fabrics, too, reflect the brand’s philosophy and inherent sense of authenticity. On one hand, Peserico selects natural fabrics rooted in Italy’s historic textile tradition; on the other, the look is distinctly contemporary—designed for the modern working man. Much appreciated are the total looks proposed for a refined casual wear: garments meant to be mixed and matched, connected by a consistent thread that runs throughout the collection—a textile and functional coherence.

Peserico Details; Image Source: Peserico

A delightful surprise is the Prince of Wales check, here presented in a refined linen variant woven with a slub yarn that adds depth to the pattern. A sportier take on the classic motif that carries with it the legacy of English elegance. A reinterpretation signed by Peserico, marking the Maison’s distinctive savoir-faire.

Yet doing full justice to the value of the fabrics used by Peserico is no easy feat. The textiles, carefully selected, come from the heart of Italy’s finest textile tradition—born of a virtuous collaboration with some of the country’s most renowned mills.

It is a gesture both admirable and rare: Peserico not only enhances these origins but openly acknowledges them, emphasizing how each garment is born from authentic synergy with excellence such as Pontetorto, Subalpino, Reda, Albini Group, Loro Piana, Vitale Barberis Canonico, and Zegna Baruffa Lane Borgosesia.

A heartfelt tribute to Italy’s cultural and manufacturing heritage, where every fabric tells a story and contributes to making the brand’s identity as precious as unique.

This is Peserico Uomo: a daily, conscious elegance for those who do not need to flaunt, and who recognize the value of what they wear.