Why EIDUM

EIDUM was born from a distant echo, from a collection that redefined the concept of European outerwear, transferring to the lightest and most elegant coats the weather resistance of military garments of the time: the lightness of an eiderdown combined with the protection of a shield.

In the heart of early 20th-century London, amid austere buildings and a severe climate, the memory of an eternal style resurfaces. A style traced on paper patterns, prototypes and overcoats found in an old wardrobe: clothes worn by gentlemen traveling the world. That wardrobe contained a heritage that today finds new life. An innovation that left a subtle but indelible imprint, like a thread linking two eras.

From that intuition of the English tailors of the early 20th century - capable of revolutionizing civilian outerwear with impalpable and high-performance military-derived materials - comes today a sartorial project that inhabits contemporaneity. In EIDUM, quality is dressed in lightness: each outerwear is designed to accompany men through the geographies of everyday life, from the rain of an urban morning to the sharp light of a metropolitan twilight. The lines are sharp, the volumes measured, the material is the real protagonist.

EIDUM carries in its DNA all the sobriety and British elegance. Technical fabrics and fine eco-friendly materials blend with precision Italian tailoring construction: quiet luxury that protects without showing off. Everything is made in Italy, in full respect of British essentiality, by expert hands that know the value of time and care.