U-Power and the all-Italian workwear dream

U-Power is a brand that belongs to U-Power Group, a leader in the European market for safety footwear, which is channeling all its efforts to enter the fashion sphere. Originally a family-run business, it was founded in Novara through the efforts of successful entrepreneur Franco Uzzeni. He decided to take over the company founded by his father in 1950 and led it to extraordinary success, step by step - from registering the Aimont brand to founding U-Invest and subsequently acquiring brands like Jallatte and Lupos. Today, U-Power has no intention of stopping its expansion, and the next territory to conquer is perhaps the most challenging: the fashion industry. Exploring new horizons while preserving its own DNA is U-Power's core business and the next goal for the brand in the mainstream, as highlighted by Il Post. Notably, the protagonists of the brand's latest campaign are Gerard Butler and John Travolta, with Butler collaborating with the brand since 2020, and Travolta specifically hired for this advertisement. These two are not the only big names associated with U-Power, as the company also has personalities like Charles Leclerc and Diletta Leotta. Sporting icons, Hollywood stars, TV presenters – an extraordinary strategy for a safety footwear company. How far can they really go?

What to Expect

Taking into consideration what can be read online, U-Power has made ambition its strength from the very beginning. It could be anticipated that the brand would not limit itself to the Italian market alone. It would be more in line with the company's ethos to try and expand aggressively into the international market, bringing freshness to a sector that is highly competitive globally. Many brands, despite not having their roots in a "work" heritage, make workwear-inspired pants and outerwear their flagship products every season. Ideally, U-Power could start by consolidating its presence nationally: in 2017, U-Power launched Red Lion, its first line of safety work shoes with a more refined design. Michela Uzzeni stated that the goal was to "improve the lifestyle of working people and consequently make them cool as well." Indeed, after the launch of Red Lion, U-Power made a clothing line available that reflected more contemporary styles.

U-Power and Fashion: More Than an Idea

The doors of fashion open for U-Power with the unexpected appearance in the collection presented by Magliano during FW 23/24. Unprecedented safety sandals were paired with garments designed by the stylist, in a show that sparked hope for the emergence of at least a glimpse of Italian workwear, promoting U-Power's entry into ready-to-wear. Now that fashion is not as exclusive as it once was, it's not surprising to spot a pair of safety footwear on the runway. Furthermore, if U-Power's fashion intentions become more concrete, the company would face, at least in Italy, a sector far from saturated in terms of fashion-oriented workwear. After all, there is no Italian equivalent of Dickies, let alone Carhartt.