The creative director of President’s explores the balance between tradition and innovation in his esteemed Italian fashion label.
At the epicenter of Italian fashion, many can attest that Guido Biondi stands as a luminary.
After taking over as the creative director of contemporary menswear brand President’s in 2003, Biondi has lit the way in the fast-paced industry with his unmatched vision and dedication to fine craftsmanship. With his keen eye for detail and an intrinsic sense of style developed from his family’s deep roots in Italian manufacturing and design, Biondi has sculpted President’s into a symbol of innovation and modern Italian elegance. Every collection, including the pieces in collaboration with The Shop at Equinox, combines tradition with research to make modern menswear classics that continue to breathe life into your everyday wardrobe.
In this exclusive interview, Biondi gives an intimate glimpse into his creative process, inspirations, and shared ethos with Equinox in curating products that meet rigorous standards of excellence, functionality, durability, and aesthetic appeal.
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President’s has been around since 1957. How has it paid homage to its roots while embracing the expected change with each passing decade?
“The first President’s collections were made of jeans and jackets in selvedge denim [which is a more durable type of woven denim that gives clothes a more polished look]. Over the years, denim has given way to different premium fabrics. Some denim items are included in the new collection, but surely the new fabrics are selvedge canvas, 100-percent cotton, wool, and cashmere.”
Is everything still handcrafted? If so, why?
“Handcrafted garments are must-haves in the President's collection. Craftsmanship is synonymous with quality, uniqueness, and savoir-faire. Every single item is different from each other. President’s is a great researcher in manufacturing, fabric, and artisanal crafts.”
How does the culture and energy of Tuscany inspire each piece?
“I have a strong relationship with the Tuscan territory; it is a magical place to live. The manufacturing culture is deep — we work with the same suppliers as my grandfather when he started. That’s the main reason I work and live in Florence.”
7 Bell S.p.A is credited with being the first producer of Italian denim. What other innovations have the atelier and President’s worked on?
“Family tradition is the background of every piece because it’s a strong relationship between suppliers, manufacturers, and our company. We have collaborated with some of these artisans for more than 30 years. At the same time, we are also open to finding new technologies [and] suppliers to create more contemporary garments.
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How would you describe your brand to those who are new to it? What makes it so unique?
“The President’s collection proposes must-have garments for the contemporary man’s wardrobe. A wardrobe is not an accumulation of pieces but a living organism. Items that compose it are the result of a natural selection, and each collection can be mixed with pieces from the previous one.
“The President’s philosophy is to make every single garment unique, a synthesis of the quest for the best fabrics in the world and Tuscan know-how. It doesn’t follow the ‘trends of the season’ but wants to create vintage pieces for the future!”
Why is meticulous quality, form, and function a priority for your brand?
“President’s is a showcase of Italian know-how, extensive research of fabrics, and an eye for detail. It makes durable, expertly crafted garments that endure for years without compromise in contemporary style.”
What makes The Shop at Equinox the perfect retail space to feature President’s pieces?
“Equinox and President’s have a natural predisposition towards excellence, towards the care of what each brand believes in — especially in terms of quality, well-being, and uniqueness.”
What is your ultimate desire for the brand?
“I hope that President’s grows season by season without forgetting its values of research, high quality, and craftsmanship. It must always be a niche collection that is able to conceive timeless garments that look to the future.”