Aeronautica Militare
Italy
Aeronautica Militare is an Italian casualwear brand created under a licence from the Italian Air Force. It is operated by Cristiano di Thiene S.p.A. of Vicenza and is also known as Collezione Privata. It is not the air force itself but a licensed clothing line.
| Origin | Italy |
|---|---|
| Headquarters | Vicenza, Italy (per FashionBI) |
| Operating company | Cristiano di Thiene S.p.A. (per FashionBI) |
| Licence | From the Italian Air Force to Cristiano Di Thiene |
| Alternative line | Collezione Privata |
| Segment | Premium and contemporary |
| Website | aeronauticamilitare.com |
What is Aeronautica Militare?
Aeronautica Militare is an Italian clothing brand built on a licence from the Italian Air Force. The licence was granted to Cristiano Di Thiene, a leather jacket supplier, to create a clothing line. The brand is also known as Collezione Privata. Despite sharing the name of the air force (Aeronautica Militare), it is a commercial fashion label, not a military body.
History
According to a 2011 FashionNetwork report, the brand was then about six years old, which places its launch in the mid-2000s. The same article said the licence ran until the end of 2013 and that the Air Force was strict about how its image was used. FashionBI lists Cristiano di Thiene S.p.A. as the company behind the brand and Vicenza as its base; current licence terms and ownership are not confirmed in the sources reviewed.
Products and positioning
The style is casual and military-inspired. In 2011 the article cited polo shirts at 140 to 160 euros, trousers at 170 to 210 euros and leather jackets of up to 800 pounds. FashionBI describes today's offer as apparel, accessories and bags for men, women and children.
Business model and distribution
In 2011 the brand accounted for about 90 per cent of its supplier's turnover, roughly 30 million euros, with men's products making up 70 per cent of sales and 55 per cent coming from abroad. It then had about 10 self-named boutiques in Italy, mostly franchised and including airport locations, around 60 retailers in France, and a growing presence in Asia and North America. These figures date from 2011 and should not be read as current.
Why it matters
Aeronautica Militare is a clear example of a licensed heritage brand: institutional imagery from a national air force, translated into a franchised casualwear business sold across Europe and Asia.
Frequently asked questions
Is Aeronautica Militare owned by the Italian Air Force?
No. It is a clothing brand operated under a licence from the Italian Air Force, originally granted to Cristiano Di Thiene, according to FashionNetwork in 2011. The company is listed as Cristiano di Thiene S.p.A.
Where is Aeronautica Militare from?
The brand is Italian. FashionBI lists Vicenza as its base, and its early retail network was built in Italy before expanding to France, Asia and North America.