Peroni inaugurates a new chapter with a streetwear clothing collection 180 years of history in the exclusive Peroni Store in Rome
Peroni, to celebrate its 180 years of history, chooses to start again from people. It does so by presenting its first streetwear capsule inside the new Peroni Store in Rome. A unisex line, essential and versatile, that includes t-shirts, hoodies, socks, scarves, caps and tote bags. Not merchandising, but garments designed to be worn every day. A concrete way to bring the brand out of its traditional contexts and make it part of everyday life.
The new opening of the Peroni Store and the creation of a streetwear clothing collection represent Peroni's sense of community: an extended invitation to celebrate that took place at Via della Pelliccia 9, one of the most iconic alleys in Trastevere, which on May 10 was transformed into a meeting point between music and people. Accompanying the opening, Fulminacci, special guest of the evening, with an intimate and spontaneous guitar and voice performance, followed by a DJ set from the Touch The Wood community. A simple and authentic way to celebrate 180 years of history, staying true to the spirit of the neighborhood and the city.
For the occasion, the Peroni Store is conceived as a space to be frequented, not only to be visited: a store that becomes a meeting place, an urban reference point, a point of contact between the brand, the community and those who move through Rome with curiosity. About 100 square meters, divided into five areas, create an immersive journey that reinterprets the Peroni universe in a contemporary key, with garments on display, for sale, customization and details that tell the brand's story without resorting to celebratory narratives.
The new Peroni collection is born from a work that combines research, urban culture and an inclusive approach, speaking to a broad and cross-cutting audience. Each garment becomes an expressive medium, a meeting point between Peroni's language and that of contemporary streetwear. An operation that transforms the everyday gesture into a shared cultural sign, capable of crossing ages, styles and different cities.
