A new brand at End, Barena are a Venice based label that concentrate their efforts on simplistic, unstructured tailoring that leans upon the heritage, culture and industry of its beautiful location.

Founded in 1961 by Massimo Pigozzo, Giovanni Zara and Francesca Zara, Barena’s name derives from the Venetian term ‘baro’ which simply translates as ‘salt-water lagoon’ – referring to the body of water that Venice stands on. Barena’s native city is the backbone to the label’s ethos, utilising the heritage of Italy’s rich textile industry as well as traditional dress-codes from Venice to create a collection of classic pieces that is accessible to everyone, yet diverse enough to satisfy the quirkiest of dressers. Recently, the label have worked with some of the leading lights in contemporary fashion, with the likes of Inventory and Monocle collaborating with the Italian brand to create one off pieces that stay true to Barena’s strong philosophy of rediscovering true Venetian tradition.

Barena’s Spring Summer 2012 collection is based upon a style they call ‘lagunare’, which takes the old Venetian adage of dressing to your environment and applies it to designs constructed from cotton and linen from some of Italy’s most prestigious mills. As you would expect from a label keen to uphold the integrity of it’s heritage, the quality is unsurpassed, with a strong sense of authenticity in every piece.

For a closer look at the collection, please visit the Barena section of the website.