add, born in 1999, is a brand that changed the perception of the down outerwear, transforming it from a practical conceived product into an aesthetically relevant wardrobe item.
This intention led to a research in special fabrics and manufacturing processes, resulting in down jackets and outerwear garments with an extra warmth and a cocooning feeling that are at the same time super-light and well finished.
Man, Woman and Kids Collections are designed to embrace different kind of styles, from a minimal mood to more conceptual shapes, following the will to develop a concept of transversal elegance.
add purposes itself with 4 pillars that summ up the brand dna: lightness, a tangible product feature that evokes an attitude towards life. Design, where form & function converge, always in fashion but not necessarily trendy. Value, as perceived in the long lasting quality, and Embracing, a metaphor for comfort, a sense of belonging, a statement for equality.
Today, you can find add worldwide, in more than 600 selected boutiques and department stores.