Prince Tees: upscale t-shirts by Emmanuel Filiberto of Savoy

By

Olivier Guyot

Published
Jun 19, 2015

The prince of Piedmont has come out with his own brand. Emmanuel Philibert of Savoy, grandson of the last king of Italy (Umberto II), presented his Prince Tees at Pitti Uomo in Florence. To create his cotton cashmere shirt brand, he has partnered with Enzo Fusco, the head of FGF Industry (CP Company, Blauer USA,...).

As for the products themselves, the brand focuses on basics for men and women with a mixture of 85% cotton, 15% cashmere, with laser cuts and finishes. The range is complemented by models with the label Prince Tees across the chest, or the logo in tone on tone. The products are positioned at 100 euros. 

"We have short sleeves and long sleeves," explained Emmanuel Philibert de Savoy. "The mixture of materials is really interesting. We wanted to offer a quality but simple product. The t-shirt is the first step. We can enlarge the range - why not with cashmere products in the winter." 

Launched one year ago on the Italian market, where the prince is very popular, the brand is now expanding its presence in Europe. In France, Prince Tees will first be carried by Colette in Paris and then in twenty or so upscale, designer stores. The brand is represented on the French market by the agency Artytude, which was created by Emmanuelle Reurer and Stephane  Marquand. The brand also relies on agents in Germany, Switzerland, Scandinavia and Spain. 

But the prince also intends to enter the Japanese and US markets.