Avirex

American brand of sportswear, characterized by sturdiness and basic designs. Created in the 1940s to manufacture jackets for the U.S. Air Force, the brand has grown to become one of the most popular among young people in American cities. Its signature pieces are the traditional leather bomber jackets and the clothing with logos from the various American colleges and universities. The company began to experience enormous growth starting in 1974 thanks to the efforts of Jeff Clyman and Franck Marchese, two men who, with one eye on the past and the other on the future, were able to understand the tastes of young people. The new millennium sees the American divided into three parts, with the U.S. operation remaining in the hands of the Clyman family, the Japanese operation controlled by the Edwin family, and the European operation part of a Dutch business group but coordinated by Avirex.
Avirex turnover in Europe was €30 million. Avirex Europe became an independent company, freeing itself from the control of Ateca, which had controlled its licenses for 15 years and which was also owned by Edwin, which had 51%.
The first result of this change was the reduction in the number of points-of-sale. In Italy, the number of stores went from 600 to 480, of which 90 were new. In France, the 140 existing stores were completely shut down, and new 7 shops opened. The goal was to give up a business model based on jeans in favor of higher-quality men’s wear.
A new license was granted to Portolano Guanti of Naples, which would carry Avirex accessories in the European market.