GURU ON THE NEWSPAPER
Carefree fashion
Twenty years later the daisy still blooms Guru
Made in Italy, the two new lines, one basic and the other more sophisticated (for men and women), will be distributed by the guruofficial.com platform
by Camilla Dal Lago
Those who were there, like me, remember it perfectly. The six-petaled colored daisy that stood out on t-shirts, sweatshirts and pants was a clear, immediate, friendly symbol. A brand that spoke of cheerfulness and freedom, of youth and lightness. An icon that, born for fun in Carpi, depopulated in the early 2000s. Then a dark period, linked to judicial events that tarnished its name, and silence. Until today.
Guru returns. In fact: it is already back. And it has done so with a new course, with a more mature identity but with the same positive spirit as in the past. The credit goes to the Montecarlo-based company Ghep Sarl, which acquired the brand in 2015 and today, thanks to the work of an all-new team led by Genoese entrepreneur Gianluca Sessarego, is relaunching its commercial and value proposition. Starting right from her, the daisy.
The idea is to start again from the brand’s strongest root, the one that marked an era, and give it back the visual identity that made Guru a popular phenomenon, which dressed sports and entertainment. Thus, it starts with two capsules: one more minimal, white, with the logo and small colored details; the other more stylish, with refined fits and workmanship, designed for the premium segment.
“We worked for more than a year on the relaunch, rethinking the entire supply chain, from production to communication,” Sessarego says. “We wanted to bring Guru back to the market in a contemporary way, without betraying its DNA. Today the brand’s message speaks to a new generation, to those who want to feel part of something authentic and positive.”
And while Guru also dominated the international scene in the early 2000s, it is now digital that is driving the brand’s comeback. The collections will be distributed on guruofficial.com, and collaborations with artists and content creators are planned for the future.
Article published in The Newspaper. All rights belong to the respective authors.
