ADD
ADD is an Italian outerwear brand based in Milan, founded in 1999, that specialises in lightweight down jackets and coats. It designs for women, men and children and blends technical sportswear with fashion.
| Founded | 1999 |
|---|---|
| Headquarters | Milan, Italy |
| Company | Design Italia 53 S.r.l. |
| Speciality | Lightweight down outerwear |
| Designers | Jan & Carlos (since 2013) |
| Website | add.it |
What is ADD?
ADD is an Italian outerwear label founded in 1999 and based in Milan. It is operated by Design Italia 53 S.r.l. and focuses on weightless coats and down jackets, with an emphasis on lightness and tailored finishing.
History
Designer Yossi Cohen led the brand as designer and creative director from its launch in 1999 until 2013. Since 2013 the design has been in the hands of the duo Jan & Carlos.
Products and positioning
The collection centres on down-filled outerwear and lightweight coats, complemented by bags. ADD positions itself in the bridge segment, between contemporary fashion and luxury, and describes its approach as innovative and technology-driven, combining the performance of sportswear with fashion styling.
- Down jackets and padded coats
- Lightweight technical coats
- Collections for women, men and children
- Bags and accessories
Why it matters
ADD is part of the cluster of Italian brands that turned the technical down jacket into a fashion item, competing in a crowded premium outerwear market through a focus on lightness and finish.
Frequently asked questions
Where is ADD from?
ADD is an Italian brand based in Milan, founded in 1999.
What is ADD known for?
ADD is known for lightweight down jackets and coats for women, men and children.