PLEASE DON'T BUY: THE STREAMING OF FASHION

In a society where everything rapidly changes, the market is forced to ask itself: what will shopping be like in the future? Netflix launched a streaming on demand service in 2008 and Spotify adopted the same method for music. The fact that television and music were the pioneers of sharing is plausible, given their impressive number of users and their nature that, by definition, must be future-forward. It's exactly the same for fashion. This led to the idea considering a formula that makes it possible to wear an outfit without necessarily buying it: this is the rental, which is a contract for the temporary use of an object. It is in this context that Twinset presents the PLEASEDONTBUY collection that, on one hand, satisfies the needs of the market and, on the other, is different from what the market has already presented in this sector.

• Twinset is the first brand to develop a rental-related business in the fashion world, starting from production (100% Made in Italy) and reaching the final consumer.
• Unlike existing web platforms that present a multi-brand offer, the garments with the "PLEASEDONTBUY signed by Twinset" label are not part of the TWINSET collections for sale in season but are designed for special moments and contain super-trendy items of artisan quality.
• Another novelty is the display: the value of the project is expressed through shop corners designed specifically to contain these special clothes and to give consumers a unique experience.
• The proposal of formalwear and clothes for special occasions made from precious materials with exquisite details 'democratizes' a product that, due to its intrinsic and technical quality and, consequently, price would be inaccessible to most people today. In this way, even young people can experience and appreciate artisan craftsmanship and the value of unique materials.
• PLEASEDONTBUY will have dedicated advertising as well as its own IG, FB and Youtube accounts.

“When the PLEASEDONTBUY idea came to me, I realized the risk, especially tied to project execution given the logistic and technological constraints," said Alessandro Varisco, CEO of Twinset. "But I felt the need to provide a different solution in a market where everything and its opposite exists. At the same time, my goal was also to stimulate the company to speak a more modern language closer to new generations. When I talk about the project with people, I see them smiling with satisfaction. This already gratifies me and makes me understand that our clothes will be associated with the positive values of rentals, which are speed and freedom. And all this is possible at a very affordable price.”

As a first step, PLEASEDONTBUY will make its debut on the market through selected retail distribution in Italy, starting with the flagship stores in Milan on Via Manzoni and on Corso Vittorio Emanuele, in Rome on via del Corso and on Via Cola di Rienzo, and in Florence, Orio al Serio, Bari and Torino. In 2020, in addition to extending the network to all mono-brand stores worldwide, it will become a digital reality and will be open to the wholesale channel. @pleasedontbuy #PLEASEDONTBUY #SIGNEDBYTWINSET  www.pleasedontbuy.com