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P448 debuts at the 96th edition of Pitti Uomo at the stand designed by Piuarch studio, one of the leading firms of architects in Italy, which has won many awards for the Gucci Hub, which also designed the Milanese showroom in Palazzo Serbelloni of the new premium brand of Italian-made sneakers.The project is the result of P448 wanting to reduce the environmental impact associated with leather production, like the great consumption of energy and chemicals, as well as the great amount of waste. Therefore, with the goal not only of making leather evolve into an even higher performing material but of making it more sustainable. P448 proposes an original mini-capsule of sneakers in recycled leather, with four unisex models made with at least 50% of natural recycled leather fibre, while keeping the high standards in terms of aesthetics and comfort.Unique colour combinations and premium materials define the carefree and expressive soul of the brand, which cool and timeless sensibility. The product also stands out for its characteristics of being extremely lightweight and resistant. Streetwear shoes that combine traditional Italian craftsmanship with sophisticated and contemporary touches.Born in 2014 from the eclectic sensibility of Marco Samorè and Andrea Curti (Co-creative Directors & Founders), P448 is a premium brand for men, women and kids, which celebrates streetwear par excellence, in all its facets and subcultures. “The story of P448 has been incredible. In five years P448 has gone from an Italian centric streetwear brand to being recognized as an upcoming global brand that is specialized in Italian craftsmanship and has a unique design culture inspired by music, art and streetwear fashion with a laser focus on fashion and comfort. We look forward our next steps with an e-commerce expansion as well as mono-brand stores and creating a unique experience to our multi-brand customers,” says Wayne Kulkin, non-executive chairman of P448.After the successful openings of pop-up stores in London, New York, Milan and Rome, P448 plans to open its first flagship store planning the inauguration of two stores for 2020, the first in Milan and the second one in New York, both of them in premier shopping districts, respectively in Via Montenapoleone (Quadrilatero della Moda) and in SoHo, NYC.