Milano · Via Montenapoleone · Est. 2002
The House
of Prima Vera
Our Story
Born from a single room on Via Montenapoleone.
In 2002, designer Marco Ferretti rented a 40-square-metre atelier on Milan's most storied street. With two sewing machines, a roll of Italian wool, and an obsession with proportion, he cut the first Prima Vera jacket by hand.
Twenty-two years later, the house has grown — but the obsession has not changed. Every piece still begins on the same cutting table, in the same building, with the same question: does this feel inevitable?
Craftsmanship
Made by hand.
Finished by eye.
Every Prima Vera garment passes through at least fourteen pairs of hands before it leaves the atelier. Our master tailors — many of whom have worked with us for over a decade — bring a level of precision that no machine can replicate.
We source our fabrics exclusively from mills in Biella and Como — the same mills that have supplied the great Italian houses for generations. The thread count, the weight, the drape: nothing is left to chance.
14+
Artisan hands per piece
22
Years in Milan
100%
Italian materials
3
Flagship locations
The Founder
Marco Ferretti,
Creative Director
Marco grew up in Bergamo, the son of a tailor and a textile merchant. He studied at the Istituto Marangoni in Milan before spending five years cutting patterns for a storied Milanese house — an apprenticeship he describes as "the most important education of my life."
In 2002, at 28, he founded Prima Vera with a single conviction: that luxury and streetwear were not opposites, but two expressions of the same desire — to feel extraordinary in what you wear.
Today Marco oversees every collection personally, from the first sketch to the final press. "I still cut the first sample of every new piece myself," he says. "If I can't make it feel right with my own hands, we don't make it at all."
"Luxury is not about price. It is about the feeling that someone cared — deeply — about every centimetre."
Est. 2002 · Milan
The Journey
Twenty-two years
in the making.
2002
The Atelier Opens
Marco Ferretti rents a 40m² studio on Via Montenapoleone. The first Prima Vera jacket — a single-breasted wool overcoat — sells out in three days.
2005
First Collection
The debut 12-piece collection is shown in a private apartment in Brera. Every piece sells. Italian Vogue calls it "the most quietly confident debut of the decade."
2009
The PV Monogram
The now-iconic PV triangle-and-circle monogram is introduced. Within a year it becomes one of the most recognised marks in Italian streetwear.
2013
Milan Flagship
The first standalone boutique opens on Corso Como. The interior — raw concrete, aged brass, and hand-stitched leather — sets the template for every store that follows.
2017
Women's Line
Prima Vera expands into womenswear with a 20-piece debut collection. The Silk Midi Dress sells out globally within 48 hours of launch.
2022
Twenty Years
To mark two decades, Marco re-cuts the original 2002 overcoat — stitch for stitch — and releases 202 numbered pieces. All sell within six hours.
2024
Today
Three flagships. Seventeen countries. One atelier. The obsession with proportion has not changed.
What We Stand For
Three principles.
No exceptions.
I
Craft First
Every decision — from the weight of a button to the angle of a lapel — is made by hand, by eye, by someone who has spent years learning to care about the difference.
II
Italian Always
Our fabrics come from Biella and Como. Our thread from Bergamo. Our leather from Tuscany. We do not compromise on origin, because origin is where quality begins.
III
Less, Better
We release two collections per year. We do not chase trends. We make fewer pieces, made better, designed to last longer than the season they were born in.
Via Montenapoleone, Milan
The same room. The same table.
The same question.
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