September 1997: Gerard Loft was born in the centre of Florence from an idea of its owner Tommaso Pecchioli. He himself was born into a fashion family: his parents, Paolo and Giuliana Pecchioli, are the owners of Gerard, the legendary shop born in Florence in 1969, which has always been a fashion vanguard icon for the city, as well as in Italy and worldwide. Gerard Loft 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. Starting off with street wear, it focalized on innovative collections and vanguard jeans, strongly attracted to the Japanese denim. 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, to the point where giants such as Levi’s, Lee and Evisu decided to create a limited line exclusively for us. Our range on offer has developed, step by step, with our exhibition space.
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. It was not a coincidence that we were selected as one of the 100 best retailers in the world by the leading fashion magazine WeAr.