Still a family-run brand, like the best of them, everything MooRER produces is 100% Made in Italy. Along with the
classic Archimede and Barbieri parkas, Moreno has dreamt up designs for the Bomber jacket – including the handsome,
masculine, fur-line Fermi – and a selection of the finest quality denim jeans. The Italians do jeans as well as the
best of them, and MooRER’s are constructed of Japanese selvedge denim; produced on traditional looms that require a
slow, artisan weaving process.
According to Moreno himself, each item is ‘a mirror of the artist’s [artisan’s] mind, a journey undertaken with
passion, and a portrait of the person who has undertaken it, and continues to do so’. Hence, MooRER’s jeans proudly
wear the imperfections of a hand-made garment, meaning that each and every one is never entirely the same. They bear
the fingerprints of whoever crafted them, adopting character the more you wear them. Considering that MooRER’s
vision is all about ‘a story’, it’s perhaps unsurprising. Who made it? Where did it come from? and Where will it go?
You may not consider these as criteria for picking a coat this season, but it’s always reassuring to know that your
investment piece is the outcome of hours of craftsmanship. Human stories underpin the clothing you wear; and as you
discover the small flourishes and details, it becomes more satisfying to learn how much time and skill goes on each
As with the parka, the bomber, and the quilted down – or wool - jackets available, these are classic cuts that sit
comfortably over tailored clothing. But they are also Moreno’s reimagining of ‘classic’, based on his ‘search for
beauty and harmony of shapes’. And while it’s true that the instant luxury of each piece makes it appear like
something an Haute-Couture house might have come up with, Moreno is not interested in ‘fashion’ or ‘trend’, arguing
that his projects are ‘unrelated to what’s hot’ (ironically, as each coat is) … and that the style ‘is ever-evolving
from timeless ideas’, preferring to pick clean and elegant over brash and modish.
The family would like you to perceive each item as a piece of art. And while you might be initially sceptical of such
things as ‘visions’ and ‘stories’, the passion appears imminently. Many of MooRER’s clientele would opt for nothing
but; and that’s because – artistry aside – the textiles and materials Moreno picks are highly-innovative. They
combine the likes of satin stretch of waterproofed tech flannel with a detailed interior finish for warmth and
rain-resistance. High-quality cashmeres, and Siberian goose-down fillings, are superior - yet almost ornamental -
luxury bonbons. The buttons, pockets (some of which are in the desirable hankie-appropriate ‘Barchetta’ shape), and
all other features, are selected because they are the very best, granting the wearer a sense of pleasure and pride
each time it’s worn outside. Without question, you will have admirers.
Nothing is left to chance with MooRER – which is kind of what happens with an uncompromising artist at the helm.
Whether you are looking for a durable overcoat, leisure-jacket, or pair of jeans, Moreno and his family are doing it
all on their terms (superior quality; a unique vision; artisanship) – which also happens to be ours.