Ahirain
Italy
Ahirain is an Italian brand founded in 2016 by three Tuscan entrepreneurs. It started with a women's collection and became known for research-driven, genderless outerwear.
| Country | Italy |
|---|---|
| Founded | 2016 |
| Founders | Azzurra Morelli, Giampaolo Morelli, Andrea Pucci |
| Focus | Genderless, technical outerwear |
What is Ahirain?
Ahirain was founded in 2016 by Azzurra and Giampaolo Morelli together with Andrea Pucci, whom Pitti Immagine describes as three Tuscan entrepreneurs. The brand started with a women's collection aimed at what it calls the universal traveller.
Products and positioning
The brand takes a research-driven approach, pairing extensive fabric research with surprising details. Its FW21 collection, presented at Pitti Uomo, was genderless and built on oversized volumes, including:
- parkas and trenches
- reimagined bombers
- winter sports silhouettes
Signature fabrics included a nylon jacquard with a three-dimensional camouflage effect and a stretch fabric with a stained finish. Materials and accessories were described as waterproof and windproof.
Why it matters
Ahirain shows how a young Italian label can build an identity on practical, versatile outerwear for everyday wear and seasonal protection.
Pitti Immagine presented the label in its Exhibitors Spotlight for Pitti Uomo, the Florence men's trade fair, which is one of the routes through which smaller Italian brands reach international buyers.
Frequently asked questions
Who founded Ahirain?
Ahirain was founded in 2016 by Azzurra and Giampaolo Morelli and Andrea Pucci, described as three Tuscan entrepreneurs.
What does Ahirain make?
It makes outerwear such as parkas, trenches and bombers, using technical fabrics, and began with a women's collection.