What is happiness? A carefree moment, a laugh with friends, a trip, a weekend off, and much more, like discovering new places, almost forgotten flavours and colours that awaken memories. For the Boggi Milano man, happiness is something wonderful, an instant that becomes special when shared with friends and loved ones.
The SS23 ‘Happiness is…’ campaign is of a Boggi Milano man on a journey from the city to holiday resorts, amidst the sea, modern architecture, and characteristic places. The protagonist is a versatile collection, composed of technical, innovative, and eco-sustainable garments perfect for creating transversal looks that easily lend themselves to accompanying the Boggi Milano man in his continuous search for happiness.
It is an experience full of unforgettable moments in which happiness emerges from the small things: an aperitif in town to define the details of the trip, the departure, the car ride listening to the summer playlist, the beauty of discovering never explored places, the richness of new acquaintances. An exciting journey, made up of unique moments, immortalised in all their authenticity and in which clothing becomes a true ally, the protagonist of each day.
Among the new features of Boggi Milano’s Spring/Summer 2023, the use of avant-garde and recycled fabrics has to be mentioned, ranging from B Tech Cotton also proposed in the Link model shirt collar jacket version (a real revolution that consists in combining the quality of cotton with nylon technology to maximise performance in terms of elasticity and breathability), to fabrics belonging to the Travel world which are highly resistant to creasing.
There are also eco-friendly materials such as Solotex® that make the garments extremely light and comfortable, as well as the S.Café® polo shirts, made by recycling coffee grounds. These special fibres, combined with organic cotton, guarantee great technical performance such as fast drying, UV protection, and absolute freshness.
For the new season, polo shirts and T-shirts are also offered in elegant pastel colours (cream, papaya, light blue) in combination with Bermuda shorts in soft shades such as white, military green, and light blue, made of fresh, light fabrics.
The star of the collection is the new B939 world. A line that represents an evolution of B Relaxed, made up of garments in neutral shades that respond to the need for versatility and comfort, perfect for all those moments to be lived in light-heartedness without sacrificing style. The B939 garments are practical and above all comfortable, designed to accompany the Boggi Milano man in the various moments of the day.
For example, the hooded sweatshirt with the embossed B939 logo is ideal to match with a pair of trousers from the same line in recycled cotton, just as the plush jacket in cotton and technical fabric with a removable bib creates a look with immediate impact.
For Spring/Summer, the collection is enriched by a wide selection of garments in linen, which has always been appreciated for its lightness and breathability. Boggi Milano finds a new variant of the Bridge jacket, last winter’s hero garment, revisited in a summer version in pure linen, as well as overshirts, also 100% linen.
Japanese Jersey polo shirts are back again this season. This innovative fabric, with its unique structure, is a winning blend of cotton, a traditional fibre, and technical fabric, a cutting-edge fibre. A mix that allows these garments to assume performances such as crease resistance, high breathability, easy maintenance, and maximum comfort.
A wide and carefully curated selection of accessories and sneakers completes Boggi Milano’s SS23 offer. After the success of previous seasons, the Knit Willow Shoes in recycled technical jersey, extremely light and flexible, are back. An absolute novelty is the model without laces that represents the evolution of comfort according to Boggi Milano: The Ultimate Willow. Also available in the classic version, they are re-proposed in many different colours to testify to the Brand’s commitment to building a more sustainable world.
Research and the desire to experiment are part of Boggi Milano’s identity. The Willows, as well as any other shoe in the collection, are treated in detail, from the design to the choice of shapes and materials, up to the production and processing phases.
After so many restrictions, the desire to travel returns, and with it the proposal of dedicated accessories collection in which trolleys and backpacks are in recycled fabric. Finally, to complete the most modern looks, the selection of sunglasses with an innovative unique design, thanks to the particular manufacturing processes used.
Finally, a focus on the B Sustainable philosophy that permeates the entire collection and bears witness to Boggi Milano’s commitment to the planet cannot be missed. The mission consists in creating technical garments with high standards of comfort and quality with the lowest environmental impact possible thanks to the use of organic fibers, recycled materials with certified and avant-garde fabrics.
The Brand works daily in an attempt to increase the level of circularity and balance with the planet and to reach an ambitious goal in 2030 with 100% sustainability of its products.
The entire collection is available on boggi.com website and in stores. If some items are not available in the selected store, they can still be purchased via tablet by the Omnichannel Personal Shoppers present in the store.
Boggi Milano’s store in Doha Festival City is a must-visit for anyone looking for high-quality, jazzy clothing. One of the standout features of Boggi Milano’s clothing is its attention to detail. They don’t just enhance the garments’ aesthetics, but also ensure that they are comfortable and durable. With its precision and commitment to quality. The brand is definitely a leader in the world of fashion, and its store in Doha Festival City is a true reflection of its excellence.