Johnny Lambs
Johnny Lambs is an Italian brand, founded in 1978 by Giorgio Tocchi.
The origin of the name
In 1978, when Tocchi decided to launch his own brand, he thought about a sport chic clothing line, which he was convicted his friend Gianni Agnelli would appreciate. The name of the brand, which is the ironic English translation of the name of the Italian entrepreneur, exactly derived by their friendship.
Johnny Lambs style is the Friday wear, invented by New York brokers and arrived in Italy, thanks to Tocchi, with the name of Italian casual Friday: it’s an informal style, which you can wear starting from Friday, when working tasks ask for formality, but the perception of week-end allows some transgression.
Nowadays Johnny Lambs creates chic sportswear inspired by british style, with country references in colors, fabrics and patterns; the creations include structured cloth coats, jackets and outerwear enriched with knitted details, intertwined leather buttons, check and regimental patterns, college-inspired embroideries and heraldic themes. And then bow ties and ties, knitwear and shirts in striped jersey or in solid colors, but also enlivened by the inlay motif that triumphs over the tricot.
The expansion of the brand
Johnny Lambs was originally addressed to menswear (which he developed the total look for in 1980), but from 1983 he has developed womenswear and kidswear collections too, also starting a franchising policy which allow it to boast more than 300 stores in the world, in 1999.
The revamping
In 2019 Johnny Lambs was acquired by Italian entrepreneur Giuseppe Nardelli, who had founded Co.Ca.Ma. and whose aim was to keep on talking to the traditional public to the brand, but also to captivate millennials: in order to reach his goal, he decided to relaunch the brand at Pitti Uomo 2022, using the media visibility of the event.
In that occasion, Nardelli talked about his projects for the expansion, which involved the opening of small stores in Turin, Forte dei Marmi, Rome, Florence and Milan and, in 2023, the opening of stores in Spain and Portugal too, aiming at expanding in the whole EMEA area. Since December 2022 the brand has developed a online shop channel, thanks to BigCommerce platform, in order to facilitate the expansion project and the communication with younger customers. The goal is to reach a 25 million euros turnover by 2025.
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Contacts
Via Arenaccia 128, 80141, Naples (NA), Italy
To read the item in Italian click here.
