Press release
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february 18, 2020 - Arba Square
New at MIPEL: Arba Square, the new concept bag that can be dressed up in seconds with interchangeable fabric accessories
The independent Made in Italy brand embraces the idea of a bag that changes its look whenever you want, to pair with different outfits and occasions
MIPEL, Pav. 10 Booth G 51
The 117th edition of MIPEL is the scene for the debut ofArba Square,the independent Made in Italy brandthat produces a range of designer bags with a revolutionary concept: it’s an accessory that can be dressed up in a few simple moves with fabric components, to change its character in no time at all.
Arba Square places the woman at the heart of the creative process, along with her preferences and a desire to adapt her outfit rapidly to suit the various situations presented during the day or the week. The brand’s roots lie in Made in Italy taste and an eye to the future; this is a product with contemporary design and made in state-of-the-art materials, dedicated to the fast, busy lifestyle of today’s woman.
The #arbasquare brand is protected by a design patent, and it’s making its debut on the market with a versatile tote bag; to be followed by more accessories with a similar philosophy.
The concept is both simple and ingenious:
- The fixed element is the body of the bag, made in E-Flex, an advanced material that’s vegan-friendly, hardwearing and ultra-lightweight, with a soft texture similar to suede.
- Theinterchangeable elements are the fabric components that dress the body of the bag, available in seasonal collections which feature a variety of patterns, shapes and materials.
- Changing the lookis a simple and quick operation done at home by dressing the body of the bag with the fabric component and securing it with the external buttons.
The distinctive features of an Arba Square bag
Arba Square makes its debut with a roomy tote bag with a semi-rigid structure muted by a soft, flexible material, ergonomic handles and two buttons on either side which not only play an essential role, but also make the product recognisable. The shape of the bag follows the contours of the shoulder, making it comfortable to wear even over a coat. It features horizontal zip closure and a removable inner compartment secured with velcro, which is divided into a large closed pocket suitable for an iPad and two smaller open pockets.
The fabric components express all the faces and personalities the bag can adopt. Made in robust, washable fabrics in a range of finishes and textures, these are contoured to fit perfectly around the bag and be secured easily with the maxi buttons. New options are produced in seasonal collections in the categories Urban, Essential andChic.
The production process prioritises high-quality Made in Italy materials. The body of the bag is made using E-Flex, a polymeric foam in 3 mm sheets, which are shaped, cut and sewn just like leather. This allows the construction of a complex structure which is flexible yet stable. E-Flex offers a series of excellent technical characteristics: it is not of animal origin, so it’s suitable for consumers who prefer vegan products; it has an extraordinary soft texture; it’s lightweight, flexible, non-toxic, washable, resistant to scratches and abrasion and has a natural elasticity that allows it to return to its original shape after stress.
Arba Square, the story of an idea Made in Italy
Arba Square is a line of Made in Italy bags created and developed by Giovanni Francesco Duro,an independentdesigner based in Turin, who has redesigned the concept of bags and #fashion accessories in contemporary style: functional and unusual, yet without forgetting their Italian style personality.
Arba Square’s style DNA has three elements:
- Design: Giovanni Francesco Duro’s background as a product designer comes to the fore in the creative challenge of creating a collection of bags that are recognisable, sophisticated and in contemporary taste; a functional, ergonomic design to meet the needs of today’s woman and a hi-tech material that combines refinement, practicality and lightness.
- Fashion, arising from the experience of a designer who grew up in his tailor father’s workshop, where he learned the allure of meticulous artisan processes and the importance of fabrics to enhance a product.
- Local area:The name #arbasquare is a homage to Turin, where Giovanni Duro grew up, and the heart of the city, Piazza Arbarello, whose porticoes are honoured in the brand’s logo.
Giovanni Francesco Duro remarks: “Arba Square seeks to be a benchmark for the women who choose it; an ally and a way of feeling comfortable and free to express their creativity and identity at any time of day and in any situation. Hence our slogan “Dress up your world”.
Arba Square products will be available online onwww.arbasquare.comfrom March 2020 and from a network of international stores and distributors.
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