MFW: Flower Mountain Debuts Apparel

Flower Mountain chose Milan Fashion Week to debut its foray into apparel with a collection of sweatshirts and t-shirts. The brand is part of the Falc Group, based in Civitanova Marche, Italy, which also owns the Naturino, Falcotto, and Voile Blanche brands, among others.

The Flower Mountain Capsule Collection Consists of Approximately 25 Pieces Including T-Shirts and Sweatshirts

The Flower Mountain capsule collection for Fall/Winter 2025 consists of approximately 25 pieces, including t-shirts and sweatshirts. Premium cotton, garment-dyed, gives the pieces an authentic, lived-in look, while the slightly oversized fit and unisex design reinforce the brand's genderless ethos, aligning with its footwear offering.

The graphics celebrate Flower Mountain's iconic symbols, reinterpreting the dandelion and Mount Fuji with a mix of creative techniques. The color palette ranges from powder blue to sage green to mud.

The company, which recently celebrated its 50th anniversary, has opened new showrooms in France and the United States and launched a pop-up store project in major cities worldwide. The first stages of this strategy feature Le Bon Marché in Paris and Westerlind in New York. The company does not intend to open standalone stores or develop a retail strategy in the strict sense. The company's only direct point of sale is the flagship store on Via Durini in Milan, which houses all of the Falc group's adult brands.

Falc closed 2024 with consolidated revenue of 92 million euros, in line with forecasts.

"The Flower Mountain brand accounted for approximately 20% of the group's turnover in 2024," Salina Ferretti, CEO of Falc, told FashionUnited. Regarding the launch of the Flower Mountain apparel collection, Ferretti specified that "today the apparel collection is a capsule of t-shirts and sweatshirts that introduces the Flower Mountain brand to the world of clothing: it is an initial test to gauge market feedback to this new venture."

2025 will be a year of further momentum and new challenges for the company, aimed at maintaining its presence in international markets and consolidating the results achieved.

Today, the most important markets for Flower Mountain are Italy, first and foremost, followed by the UK and France.

"The United States and some Asian countries are experiencing strong growth. E-commerce is growing and accounts for about 10% of the brand's turnover," added Salina Ferretti.