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DISCOVER THE NEW SS24 COLLECTION

A VIBRANT WORLD OF STYLE AND COMFORT, ADDING AN EXTRA TOUCH OF COLOR TO YOUR EVERYDAY STEPS.

A VIBRANT WORLD OF STYLE AND COMFORT, ADDING AN EXTRA TOUCH OF COLOR TO YOUR EVERYDAY STEPS.

Perfect harmony between charm and experimentation inspired by the Texan mood.


The common thread in Premiata's projects has always been to document and celebrate the beauty and uniqueness of the idyllic places where each community is immersed. Every image and every detail tell a story, that of the distant lands that inspire our collections. The SS24 campaign is no exception, coming to life through an imaginary journey into the heart of Texas.

Texas, with its breathtaking landscapes and fascinating contrasts, becomes the perfect backdrop to express the essence of Premiata. From the swamps and lagoons that adorn the coast, to the lush forests of the eastern and central regions, from the boundless prairies of the north to the imposing deserts and mountains of the west, each ecosystem reflects a part of us. This variety of landscapes is a perfect parallel to our identity: a mash-up of influences, styles, and cultures that blend harmoniously.


The beauty of Texas, so pure and unspoiled, is reflected in our aesthetic vision and our continuous evolution. Premiata's style evolves over time and places, adapting and transforming, but always holding firm to the values that define us: innovation, eclecticism, and quality. Each of our creations is a testament to our dedication to these principles, a perfect blend of tradition and avant-garde.

NEVER WHITE

And it is precisely on this theme that the 'Never White' capsule collection was created to inaugurate the 15th anniversary of the iconic sneaker model. This collection, imbued with boldness and innovation, embodies the essence of Premiata. The introduction of the Noûs model, along with the reinterpretation of our four iconic variants – Lucy, Quinn, Mase, and Steven – and the addition of two exclusive t-shirts, gives life to a unique special pack.

Every piece in this collection is designed for those who love to stand out with class, who recognize the value of originality, and who are not afraid to dare. 'Never White' is not just a capsule; it's a journey into the creative universe of Premiata, where every detail tells a story of passion and timeless style.

BSKT CLAY

The Bskt Clay is born from the meeting of the sunny coastal spirit and the vibrant energy of urban playgrounds, blending the culture of urban sports with a retro style reinterpreted in a modern silhouette. The elegant and contemporary silhouette of the Bskt Clay tells a story of evolution, a bridge between past and present that exudes authenticity and innovation. Every detail is meticulously crafted to reflect its street style roots, capturing the essence of an urban and sophisticated soul.

The Bskt Clay by Premiata is the result of a constant commitment to excellence. Every detail, from the choice of materials to the meticulous craftsmanship, has been carefully studied to ensure maximum quality and durability. Wearing a Bskt Clay means carrying a piece of art, a statement of style, and a promise of authenticity.

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