In 2014, Alfredo Pria took an important step in its history, on his 190th anniversary, with the opening of a flagship store, specialized in accessories, namely in scarves of all hues and types and an extension line of woven hats and gloves.

In Milan, in the cultural district of Brera, the first PRIA. store was opened, with a new branding, more modern, essential and contemporary. PRIA. is a brand new initiative, the beginning of a new chapter in its history, drawing closer and closer to its end - users.

The Alfredo Pria 1824 Fall - Winter 2015/2016 Men’s Collection is subdivided into five product lines: Wherever, elegant neo - classical style scarves, made of soft cashwool with warm colour blends, a renewed range of double - faced, silk - wool jacquard textiles. These scarves are meant for cold weather. Upper casual, the constant spread of casual and informal clothing requires scarves that are at the same time elegant and carefree. Unique patchworks and tartans. Knitted caps and gloves for outdoor confort. Luxury, a large selection of scarves in pure and mixed cashmere, including the new double beaver cashmere. Futurist, a capsule of scarves made of modal, characterized by geometric prints, jacquards with industrial designs and futuristic patterns. Contemporary, scarves for the younger up - to - date generation, tartans with a seasoned look, light scarves which are however voluminous and gently draping. Classic patterns reinterpreted, blurred effects.

The Alfredo Pria 1824 Fall - Winter 2015/2016 Women’s Collection is subdivided in four product lines: Neo - classic, extra fine wool stoles with classic patterns in warm pastel colours and shades. Stoles with colour block patterns and tartans, clothing accessories that can also be worn indoors. Contemporary, fil coupè and bouclè stoles with geometric and floral patterns for women who want to be outstanding. Jacquard stoles with a juxtaposition of incoherent patterns. Wedding, a renewed line of stoles for ceremonies, with lurex, macramè and embroidery. Easy wear, an assortment of capes and cloaks in bouclè for a casual and relaxed way to dress.



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