STORE

In 1997 Gerard Loft opens on a 70 square metres area in the centre of the Florentine fashion area, with the artistic ideas of the interior designer and sculptor Nicola Frignani of the Wunderkammer Studio in Milan. The shop evolves, grows, changes shape until it gets to the present 600 square metres surface. In 2002, the shop was expanded from 80 to 250 square metres: the new space was then set up with the construction materials that were used for the restructuring of the original area, thus creating an environment with the scent of the fascinating Brooklyn lofts, and sometimes a Berlinesque flavour. The spatial evolution came to an end with the annexation, a few years later, of the floor above which had been an old legal office. The separating walls were taken down and the old parts of the building were highlighted and restored, leaving all the rest in its original rough state, later to be decorated with the shots of a photography genius: Toni Thorimbert, setting up a permanent exhibition of his work. These last redecorations have transformed Gerard Loft into a very particular location, which has been used as a photographic location, as a cinematographic set, as well as for private parties and artists’ previews.

OUR STORY

The store was opened in 1997 by Tommaso Pecchioli son of Paolo Pecchioli, owner of the most famous fashion store in the world, Gerard. Continuing his vocation towards a concept of clothing that mixes tradition and transgression, classic and innovative, but declined towards the most youthful and modern achievements. 

GOAL

Gerard Loft was mentioned in the top ten best shops in the world by the specialist magazine We Are. It was born as a small fashion research point, focused on a mix of different styles to create a new trend, and its range has broadened during the years.
Gerard Loft concentrated on style and on the search for new brands, whilst being an indisputable springboard for all those brands with the desire to become well known internationally. Our peculiar capacity to mix different genres and styles, like sportswear with street wear, made us also a point of inspiration and creation for many figures in the fashion industry. We always have and always will privilege “Made in Italy” products in order to promote Italian taste and style, which has always been unique in the fashion world. Today our range goes from man to woman, from kids to accessories, thus making our shop a reference point for every age, whilst maintaining the focus on research and the elitist choice we give our customers. This is the reason why several brands, especially during important fashion weeks and events in Florence, want to be present in our store, which for these occasions transforms itself into an international window.

OUR BRANDS

OUR BRANDS

MAN'S BRAND

CLOTHES

Stone Island

Circolo 1901

Briglia 1949

Xacus

Roberto Collina

Crossley

Bottega Martinese

Haikure

White Sand

Myths

Duno

Premium Mood Design

Oliver Lattughi

November

Be Able

Add

Star Point

OOf 

People

Prps

Potzy

GTA

Tema Rossa

Paltó 

Reveause

SHOES, ACCESSORIES AND BAGS

Valsport

Hidnander

Autry

D.a.t.e.

Campomaggi

Manikomio DSGN

WOMEN'S BRAND

CLOTHES

Forte Forte

Erika Cavallini

Co.go

La Reveause

Semicouture 

Circus Hotel

Roberto Collina

Circolo 1901

True Royal 

Med des Moiselles

Bottega Martinese

Simona Corsellini

Xacus

Haikure

7 For All Mankind 

People

Bazar de Lux

Lost in me

Add

Duno

Laura Urbinati

Ottocentotredici

Pinoro

Oliver Lattughi

Viki-End 

Hanami d’Or

Weili Zheng

White Sand

Briglia 1949

OOf

Paltó 

Shaft

SHOES, ACCESSORIES AND BAGS

Campomaggi

Cales

Kurt Geiger

Ottocentotredici

Pim 1876

Vic Matie

Autry 

Hidnander

Valsport

Ink

D.a.t.e.

Steve Madden 

Babushka

Sam Edelman

OPENING TIME

Mon - Sat: 10am - 19.30pm
Sun: 14.30pm - 19.30pm

Via dei Pecori, 36-red, 50123 Firenze FI

055282491

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055282491

Via dei Pecori, 36-red, 50123 Firenze FI

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