©RARE 2021 ICP Filing
Founded in Veneto, Italy in the 1990s by the Bertoncello family, RARE is deeply influenced by Venetian culture and upholds an aesthetic of magnificence, romance, and inclusiveness. Utilizing the luxurious craftsmanship of centuries-old European haute couture workshops and employing high-end luxury materials, RARE perfectly blends the ultimate sophistication and effortless chic of Italian refined living aesthetics into a unified whole. Under the leadership of Creative Director Germano, the brand incorporates more trendy and luxurious design elements, creating a more captivating and diverse style.
Inspired by the urban structure of Venice, it metaphorically represents the image of " The city is traversed and encircled by water. " The outer circular design symbolizes "the jewel in the palm of the Adriatic."
Reserve multiple values & Respect different cultures
Recycle & Regenerate sustainable fashion
Redefine the classics & Rebuild luxury aesthetics
Remain the legacy of history & Rejuvenate art and humanities
The lion motif, frequently appearing in the brand, originates from the guardian deity of Venetian culture, representing strength and pride, while also conveying an elegant and confident aura.
From its inception, RARE has displayed a unique style and temperament. In the then-elegant and luxurious European fashion world, it was the first to reinterpret streetwear and denim elements as part of high-end ready-to-wear DNA, showcasing an independent and bold brand image.
In the early 21st century, through a series of successful promotional campaigns, RARE cultivated an image of daring to defy convention and challenge tradition, making its products deeply rooted in the trendsetting generation, and the brand a spiritual pioneer reflecting the demands of the times.
RARE proposes a sustainable fashion concept based on recycling and is one of the earliest brands in the fashion industry to emphasize the environmental protection, controllability, and traceability of the entire supply chain, and is committed to continuously advocating for the harmonious development of people and nature.
The brand brought a brand-new high-end denim collection to the European market. RARE, along with DIESEL and DSQUARED2, is known as the "Three Musketeers of Italian Denim." Its pioneering low-rise, slim-fit jeans are considered an indispensable item in Italian streetwear aesthetics.
©RARE 2021 ICP Filing