
ONE GROUP, TWO BRANDS: TWO UNIQUE AND DISTINCT STORIES
On January 15 in Florence, at the St. Regis Hotel, the new Group, owner of the VISION OF SUPER and PHOBIA ARCHIVE brands, was presented.
A new startup with an important success story.
The Group is distinguished by the uniqueness of two brands with different but complementary identities: VISION OF SUPER and PHOBIA ARCHIVE.
Both represent the evolution and variety of the contemporary fashion scene, while holding firm to its essence.

BRANDS
VISION OF SUPER: the evolution from streetwear to modern, minimal sophistication.
PHOBIA ARCHIVE: the heart of youthful, authentic, bold and accessible streetwear culture.
Each brand contributes to the growth of the Group with a clear identity and a well-defined strategic objective.
Vision of Super is transforming itself from an established streetwear brand to a premium contemporary brand, combining a modern, clean and sophisticated aesthetic. Building on its experience in street style, the brand is refining its approach with a minimalist twist and a touch of coolness.

What does Vision of Super represent today?
Timeless silhouette, premium materials and a contemporary design that focuses on understated elegance and distinctive details.

The new stylistic direction:
create versatile and elevated pieces that maintain the brand's bold identity, offering a refined yet unique style.
This transition is a natural evolution for Vision of Super, where modern sophistication meets the confidence and boldness of the brand's DNA.
LEADERSHIP AND STRATEGIC VISION
As of January 2025, two new partners join the Group, joining the eclectic founder Dario Pozzi:
Antonella Di Pietro, former general manager of Tod's, with a proven track record in top management roles at iconic brands such as Karl Lagerfeld, Tommy Hilfiger, Moncler, Emilio Pucci, Givenchy and Ferragamo. His expertise in product and marketing represents a strategic value for the Group's future.
Alessandro Santamaria, former general manager of Tod's digital division and former vice president of La Martina, brings with him extensive experience in managing multinational fashion and digital companies. His ability to translate creative visions into global market strategies will be crucial to the brands' international positioning.
This leadership combines creativity and strategic expertise, laying a solid foundation to establish the two brands as key players in the global fashion landscape.

Dario Pozzi

Alessandro Santamaria

Antonella Di Pietro
Business Strategy and International Expansion
Starting from the FW25 sales campaign, the commercial networks of Vision of Super and Phobia Archive have been separated to ensure a targeted focus on each brand, enhancing their specific characteristics and strengthening their positioning.
In parallel, the Group is accelerating its international expansion, targeting key markets such as China, India, Russia, the Middle East, and South Africa, with new openings and strategic collaborations.
A key element is entry into major European department stores. Vision of Super is already present in all Italian Rinascente locations, including Piazza Duomo in Milan, with dedicated corners. Negotiations are underway with international department stores such as Galeries Lafayette, Printemps, KaDeWE, Attica, Notos, and El Corte Inglés to strengthen global presence.
Retailer support remains central: dedicated corners, exclusive materials, and engaging experiences to strengthen consumer connections. The Group is ready to invest in corners and props to increase the visibility of both brands, even with individual wholesalers.
Licensing, Innovation and the Future
Innovation is at the heart of our strategy, with the goal of strengthening brand awareness and increasing sales through distinctive approaches for each brand.
For Vision of Super, the expansion of licenses is a key step in completing the offering:
- Perfumes: In collaboration with Ethos Profumerie, the collection includes three exclusive fragrances-Stay Chill, Crush and Smash or Pass-available in all 313 Ethos perfumeries in Italy.
- Sneakers (Slide): Designed for a dynamic audience, they combine style and comfort with high-quality materials, seasonal colors and distinctive details, adapting to any occasion.
- Eyewear: The partnership with Sons of Anarchy leads to the creation of a premium line of sunglasses, strengthening the brand's global positioning.
In parallel, the Group has developed separate marketing and communication strategies for Vision of Super and Phobia Archive, with an international focus on:
- Digital strategies: Interactive content and exclusive collaborations.
- PR and media: Presence in trade press to expand visibility.
- Physical events: Participations in the upcoming Fashion Week and collaborations with wholesalers for immersive experiences and stronger business relationships.
Our goal is to create an authentic and engaged community that can identify with the energy and values of the brands, driving innovation in the global fashion landscape.
Vision of Super's Contact
info@visionofsuper.com
Showroom and Agents
ITALY
SEPT SHOWROOM – Valle d'Aosta / Piemonte / Liguria / Lombardia / Veneto / Trentino / Friuli – hello@sept-showroom.com
MACHO DIFFUSION – Emilia Romagna – macho.diffusion@gmail.com
GENIUS – Toscana / Lazio / Sardegna / Marche / Abruzzo / Umbria / Molise – info@geniusplay.it
CORATELLA RAPPRESENTANZE – Puglia / Basilicata / Calabria – segreteria@coratellasas.it
INDA RAPPRESENTANZE – Campania – info@indakids.it
ISOLA VERDE – Sicilia – veronica@isolaverdesas.com
WORLD
SHOP AND TRADE – Grecia / Cipro – info@shopandtrade.gr
POP UP SHOWROOM – UK – brands@popupshowroom.com
IFD – Russia – ifd@ifd.it
AYTIM – Turchia – info@aytim.com
MARCALEC – Emirati Arabi – info@marcalec.it
MANSON – Cina