▲Filippo Piana — New Collection: Blue Line
Italian premium golf label Filippo Piana announced on the 29th that it is launching a new collection and stepping up its push into South Korea’s luxury golf-apparel scene.
Born in Biella, Italy — a town renowned for luxury textiles — Filippo Piana has been turning heads across Europe and beyond. The brand blends premium fabrics and artisanal craftsmanship with refined design. It isn’t just functional sportswear; it favors sleek silhouettes and an old‑money mood that embody a “luxury for a select few” philosophy.
The new collection ranges from classic knitwear and premium trousers — channeling that Italian old‑money sensibility — to the Blue Line’s lightweight outerwear and performance-ready pieces. The fall/winter lineup is designed to work on the course and in everyday life, positioning the label to lead the luxury athleisure trend.
▲Filippo Piana — Italian Signature Line
A brand spokesperson said, “This collection best expresses Filippo Piana’s identity and marks a turning point as golfwear expands into lifestyle dressing.” They added that the label plans to leverage its Italian sensibility to deepen ties with premium customers.
Filippo Piana will run an exclusive pop-up at Shinsegae Department Store during the Golf Expo from September 25 to October 16 to boost customer engagement.
The pop-up will offer tiered gifts with purchase, a return-visit discount for shoppers who post on Instagram, and complimentary putting lessons. The five top spenders will receive a one-on-one lesson from pro golfer Na Byeong-gwan. Broadcaster Jo Se-ho and Na Byeong-gwan will also host a fan-signing event.
Park Seong-jun, Reporter mediapark@ekn.kr
