Old River

Strength, adventure, teamwork: the Old River logo tells a story of men coming together to create a company built on energy, vitality, and determination, like rowers passionate about nature and adventure. The logo evokes this world of adventure, exploration, and teamwork. The green color used, in addition to recalling the connection with nature, communicates discovery, growth, dynamism, and above all, tenacity in pursuing goals, which for a brand like Old River translates into the pursuit of quality and perfection in every detail. The wisdom that can only come from tradition and experience (Old) flowing naturally toward the future (River), driven by expert leaders: this is the concept of Old River!

A brand that dictated the laws of neo-British style in Europe: but how did Old River come about?

We have to go back to 1972 , when Edouard Vernis launched the new brand Old River in France. The name was taken from a tributary of the Mississippi River in the US, and the style reference was European: Vernis imagined himself representing the contemporary European man, his lifestyle and look, combining British taste, Italian design, and French refinement.

Success arrived the following year, in 1973 when the first single-brand store opened, and at the end of the 1970s it was the turn of the shop on Boulevard Saint-Germain-De-Prés, the famous Latin Quarter of Paris.

After a few years, the Old River brand reached the peak of its fame throughout France in the men's fashion sector, until it became the official supplier of the French team in the America's Cup , the most famous sailing competition in the world, in 1992. In the early 2000s, the Old River brand could count on a fleet of over 85 stores in France and around 30 stores in various parts of the world.

Those who love combining timeless classic British style with a modern twist and wearing impeccably tailored, timeless pieces crafted with meticulous attention to detail, choose Old River. Old River's neo-British offering follows the common thread of the most important trends in English tailoring: the collections are rich in ready-to-wear pieces with an urban chic style and a timeless vintage touch, instantly imbuing them with irresistible English aplomb. Elegance and quality are the watchwords: one of the brand's key strengths is its collaboration with top-tier Italian tailoring suppliers.

In the 1990s, Old River entered the Italian market thanks to the Cataldo family, historic entrepreneurs in the Palermo area. They are responsible for the brand's growth and evolution: in 1991, the first Italian Old River store opened in Palermo; in 2002, the family acquired the brand for Italy, which thus found a new way to express itself while remaining proudly faithful to its core values, integrating them with the parameters of taste and the most prestigious tradition of Made in Italy fashion.