CEO Andrea Dini talks progress and preservation at Paul &amp; Shark.

From its roots in Varese, Paul &amp; Shark is charting a new course, expanding beyond fashion into a full lifestyle brand, pushing harder on sustainability and material innovation, and setting its sights firmly on the global stage. Yet at its core, the label remains anchored in its Italian, family-driven heritage. L&rsquo;OFFICIEL HOMMES caught up with CEO Andrea Dini to unpack how the brand is future-proofing itself for lasting success. When you think of Paul &amp; Shark today, what emotions or ideas do you want to immediately resonate with customers worldwide? I think it&rsquo;s essential that customers understand that when they buy Paul &amp; Shark, they&rsquo;re not just purchasing a garment, they&rsquo;re becoming part of a story. Every single piece embodies quality, style, know-how, and craftsmanship, but it also carries the legacy of a brand with deep roots and a constant drive to evolve. We want people to feel that behind each product there&rsquo;s a heritage, a vision, and a passion that transcends time, while remaining in line with the present. Luxury fashion is increasingly merging performance and lifestyle, how is Paul &amp; Shark balancing technical innovation with Italian craftsmanship in 2025? The concept of <a href="https://www.hommesmalaysia.com/fashion/the-state-of-hue-in-every-shade-a-piece-of-home">elegant performance</a> is one of our fundamental pillars. At the core of what drives us is the sense of journey, our garments are designed not only to be elegant and sophisticated but also functional and timeless. They are meant to accompany those who wear them every day, on every journey and experience, creating memories along the way. By blending cutting-edge technical innovation with the finest Italian craftsmanship, we ensure that our pieces meet the highest standards of both style and performance, embodying a seamless union between tradition and modernity.

Gen Z and Gen Alpha approach fashion with values like sustainability, individuality, and inclusivity, how is Paul &amp; Shark speaking their language without losing its DNA? <a href="https://www.hommesmalaysia.com/fashion/paul-shark-redefines-outdoor-styles-with-its-fall-winter-2024-collection">These values have always been at the core of our DNA</a> and I&rsquo;m happy that young generations appreciate them. Sustainability, for example, is now often seen as a trend, but for us, it has been a fundamental commitment from the beginning. Just consider the very high percentage of recycled fabrics we use in our garments, or our careful attention to reducing water waste and saving energy. For instance, at our headquarters, we have installed a bio-filter system that allows us to reuse the same water for many years. As I mentioned, the values that have driven us are profound and timeless, so it&rsquo;s easy for us to include these values in our storytelling because they belong to us. Today it is up to us to reinterpret them in a way that remains relevant and current and we are successfully working on that direction. Asia continues to be one of the most dynamic markets for luxury. What makes this region uniquely important for Paul &amp; Shark in 2025? Asia is indeed a very important market for us. We already have a strong presence in China with several stores, and we see Southeast Asia as a region with enormous potential and significant growth ahead. What makes Asia uniquely important is its rapidly expanding luxury consumer base, increasing appreciation for craftsmanship and quality, and a strong desire for brands that combine heritage with innovation, values that perfectly align with Paul &amp; Shark. This dynamic and evolving market represents both a challenge and an opportunity for us to connect with new generations of discerning customers.

Riviera FW25

How do you adapt Paul &amp; Shark&rsquo;s storytelling in Asia while keeping the brand&rsquo;s Italian heritage at the forefront? Paul &amp; Shark maintains a strong and consistent brand identity across all markets, with Italian heritage, craftsmanship, and quality at its core. At the same time, we adapt our storytelling to reflect the unique cultural nuances and preferences of each region. In Asia, we speak to a consumer who is particularly discerning when it comes to materials, innovation, and attention to details, values that are deeply embedded in our DNA. This allows us to present our Italian heritage in a way that resonates locally, creating a narrative that is both authentic and relevant, while staying true to the essence of the brand. As the third generation leading Paul &amp; Shark, how do you balance family legacy with the need to reinvent and stay relevant? Heritage is a cornerstone of Paul &amp; Shark, a constant, unwavering foundation that we never lose sight of. It represents not only our family history, but also the values and identity that define who we are as a brand. At the same time, <a href="https://www.hommesmalaysia.com/fashion/how-men-should-style-short-shorts-this-season-according-to-runways">we are fully aware that staying relevant means evolving with the market</a> and with the world around us. For us, it&rsquo;s not a question of choosing between tradition and innovation, it&rsquo;s about creating a dialogue between the two. Our goal is to preserve and honour our legacy while allowing it to grow, adapt, and speak to new generations. We evolve not by changing who we are, but by expressing our identity in ways that feel current, meaningful, and true to our core.

On a lighter note, what&rsquo;s one piece from Paul &amp; Shark&rsquo;s current collection you think your grandfather would be most surprised, or proud, to see? I believe he would be proud to see that many of the garments he created are still part of our collections today. Our icons, like the &ldquo;Pullover for The Sea&rdquo; with the signature reinforced shoulder pads, are timeless pieces born in the past, yet still very much alive and relevant in our current offering. At the same time, I think he&rsquo;d be impressed by how far we've taken things in terms of <a href="https://www.hommesmalaysia.com/fashion/in-search-of-a-smile-chasing-joy-and-the-moments-that-quietly-await">material innovation and technological research</a>. My grandfather was a chemist, and he invented the first water-repellent wool sweater, a groundbreaking achievement at the time. I like to think that by continuing to push the boundaries he once set, we&rsquo;re honouring his legacy in the most meaningful way.

Interview: Adrea Dini on the timelessness of Paul & Shark

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