Founded in Verona in 2014, PaperWardrobe recently joined Clothette's portfolio of brands. We meet Kevin Tommaselli, commercial manager of the fashion house that envisions clothing as a life companion rather than a seasonal item.

A philosophy before a product

PaperWardrobe is defined by one conviction: a wardrobe must evolve slowly, through lived-in clothes that you trust and wear over time. It is this belief that shapes all of the brand's work.

Rather than creating for a single season, PaperWardrobe designs contemporary women's ready-to-wear that fits naturally into everyday life. Honest materials, careful construction, and a discreet approach to dressing: the collections are designed to accompany women over time, rather than follow fleeting trends.

Verona, 2014: a simple ambition

PaperWardrobe was born with a first store and a clear ambition: to create clothing that remains relevant beyond seasonal trends. From the very beginning, the brand chose quality, local craftsmanship, and pieces designed to last—pieces that become more personal over time rather than the opposite.

Over the years, growth has built organically through a close relationship with its clientele and independent retailers who recognized its vision from the start. Some of them believed in the project enough to open stores dedicated to the brand, which was interpreted as a good omen by the brand's teams.

After more than ten years of gradual growth and continuous refinement, expanding its international wholesale presence now appears as a natural next step. The ambition is to build lasting partnerships with retailers who truly share the brand's values.

A two-part commercial strategy

Direct sales, e-commerce, and wholesale: balanced growth

PaperWardrobe has grown through a balanced combination of direct retail and e-commerce. Maintaining a direct relationship with its customers remains essential: it allows the brand to understand how clothes are lived in on a daily basis and continuously informs the development of the collections.

Priority markets

In parallel, the brand is gradually building a carefully selected international wholesale network, with partners capable of representing the brand with the same sensitivity and attention to detail. The priority markets for the next twelve to twenty-four months are France, Benelux, Germany, and Japan, approached progressively in a spirit of meaningful partnerships rather than rapid expansion.

PaperWardrobe and independent retailers

More selective, yet more curious buyers

The brand's perspective on the evolution of fashion retail is revealing of its own philosophy. Independent retailers have become more selective, but also more curious. Today, they look beyond the product itself: for brands with a clear identity, asserted consistency, and a real point of view. This is seen as a positive evolution that encourages brands to focus on authenticity and long-term consistency rather than the perpetual race for novelty.

Adaptation as the master word

Faced with a wholesale market transformed by digital ordering and lower minimums, PaperWardrobe chooses flexibility and authentic dialogue with its retailers rather than an approach focused solely on processes. The brand's conviction: lasting partnerships are built on consistency, transparency, and trust.

The sought-after store profile

A relationship before a transaction

PaperWardrobe gladly works with independent retailers who curate their selection with personality and maintain authentic relations with their customers. For the brand, wholesale is more than just a commercial transaction: it is a collaboration based on mutual trust, shared values, and continuous dialogue. The most valuable partnerships are those in which the retailer becomes a true ambassador for the brand.

The support offered

The support offered prioritizes proximity: seasonal campaign visuals, product information, open dialogue throughout the season, and reorder opportunities to ensure continuity of the offer in-store. PaperWardrobe prefers direct relationships to standardized processes.

FW27/28: continuing an already asserted language

The upcoming collection continues to refine what has gradually become the essence of the brand. It further explores the relationship between denim, natural materials, and contemporary tailoring, with richer textures, thoughtful construction, and an even more precise wardrobe philosophy.

On the commercial front, the goal is the same: to strengthen international presence through a carefully selected network of retailers, while preserving the authenticity, consistency, and independence that have always defined the brand.

As for stores still hesitant to stock PaperWardrobe, the brand prefers a natural approach: "the right partnership usually begins when a retailer recognizes something familiar in the collection, a shared sensitivity, a way of building a wardrobe. If that connection exists, everything else follows naturally."

FAQ: PaperWardrobe, the brand and its vision

What kind of brand is PaperWardrobe?

A women's ready-to-wear brand founded in Verona, Italy, in 2014, which designs contemporary clothing meant to integrate into daily life and last over time, rather than follow seasonal trends.

Where are PaperWardrobe clothes made?

The brand has relied on local Italian craftsmanship since its foundation, with an emphasis on construction quality and honest natural materials.

Is PaperWardrobe available in France?

Yes, the brand is currently developing its wholesale presence in France, a market identified as a priority for the next twelve to twenty-four months. Clothette supports this deployment as a wholesale agent.

What type of store can stock PaperWardrobe?

Independent retailers who curate their selection with personality and maintain an authentic relationship with their customers. The brand seeks partners who share its values and can be true ambassadors for it, rather than high-volume resellers.

What is PaperWardrobe's philosophy on wholesale?

The brand views wholesale as a collaboration based on mutual trust and continuous dialogue, never as a simple commercial transaction. It prioritizes direct relationships and long-term partnerships over rapid expansion.

How do I stock PaperWardrobe in my store?

By contacting Clothette, the brand's wholesale agent in France, who assists retailers in building a relationship with the brand.