Photo: flashbak on Flickr
A Florence institution reborn
Talk of the town: Streetwear brands including Adidas and G-Star have created exclusive designs for Gerard Loft in the past, and there are regular pop-up shows at the store.
The original Gerard store opened in Florence in 1969 and garnered an international reputation for what was, at the time, a revolutionary mix of ultra-luxe accessories (Louis Vuitton luggage) and street-smart apparel (501s, American army gear). Gerard is still operating - it now deals solely in high-end fashion - but its offspring, Gerard Loft, generates all the buzz these days.
Here you'll find fashion-forward pieces from heavyweights like Marc Jacobs, Levi's Vintage, Pringle of Scotland, and Adidas, as well as a smattering of Italian designers. It's a skilfully edited range that oozes class while retaining an urban edge, and it sets the blueprint for Florence's hip young things season after season.