Pence, in Italian, refers to the small pleat with an inner seam that adds shape to trousers, and in English it refers to pennies, the plural of a penny (British coin). Pence’s story began with a journey by Otello Zecchin, who, on his return from London with his partner, decided he wanted to start a personal project. Having returned to Italy with only a few cents in his pocket, he decided to register the trademark (it was 1979), which later became Pence Jeans due to the denim, the most used fabric in their collections.
The journey of the brand in the world of jeans was so important that it became one of the stars of the Encyclopedia of Italian Denim, alongside names of the calibre of Renzo Rosso and Adriano Goldschmied.
In June 2019 the company celebrated 10 years since its relaunch by the original founder’s daughter, Dora Zecchin, and her brother, Davide Zecchin, who managed to move forward and revitalize this all-Italian firm by calling it Pence 1979 and adding ‘Revived’ to the logo to communicate that they were for all intents and purposes a revival and revision of what they had been ‘since 1979’.
“Between 1979 and now Pence has changed a lot, although their DNA remains the same. The passion for raw materials and fabrics and the desire to experiment with them with special treatments prevails. In the past, it was mainly jeans, whereas today, in the collections, we can find a wide range and variety of materials. The style has adapted to the times, staying away from the fashions that dictate trends; proposing their own way of life and, therefore, their own way of residing.”
The attitude and vintage atmosphere of the seventies have come to life in Pence 1979’s new Spring-Summer 2022 collection. Items of clothing designed by Dora Zecchin, which pay special attention to the choice of colours and the adjustment and special treatments for fabrics that have always been part of the DNA of the brand.
The SS22 collection is brightened up with exclusive optical effect prints, enhanced by the varied colour palette. Natural shades of honey, macadamia nut, hazelnut, and caramel along with warm and summery colours such as fuchsia, orange and ochre. Green tones soften the ever-present dark blue, black, and stone grey.
Denim comes in a wide range of blue fabrics, but also black, with vibrant seasonal prints or vintage treatments.
Loose cuts in the trousers and jackets with slouchy shoulders stand out for their lightness and for the composition of the fabrics.
Among the basic items of clothing: wide leg trousers, long and loose dresses, as well as high-waisted jeans and shorts.
Pence 1979’s unisex range is ever expanding, from T-shirts, shorts, and joggers to jackets.
The brand has always stood out for its incessant research into tissue treatments, with meticulous work and excellence. It is impossible not to mention the special treatments and finishes of the items of clothing which make them unique. The linen is dyed by immersion, creating the unusual “tone on tone” effect. The t-shirts have hand-painted details that make them unique. In line with the latest trends, the handmade tie-dye effect decorates shirts and Bermuda shorts.
“Our love for what we do will never allow us to compromise on the quality and design we aim to deliver. At the heart of the creative and production process is a deep love for fabric and continuous innovation in treatments.” This is the vision that guides Dora Zecchin, the Creative Director of Pence 1979.