Half a century of Turin excellence.
The story of PT Torino is the story of an obsession with perfection. Founded in the late 1960s in Turin by Pierangelo Fassino, the company was born with one goal: creating the perfect trouser. Over fifty years later: more than one million trousers sold worldwide, a network of over 1,000 retailers in 40+ countries, showrooms in fashion capitals — Turin, Milan, Munich, New York and Tokyo. Today the brand, controlled by Cover 50 S.p.A., is led by Pierangelo alongside his son Edoardo Fassino.
It is no coincidence that figures like Barack Obama, Sergio Marchionne and King Juan Carlos of Spain have worn PT: the brand embodies that discrete yet unmistakable elegance that is Made in Italy’s hallmark worldwide.
Two transformations, one path.
When Deep Marketing began accompanying PT Torino, the company faced a dual strategic challenge. First: the transition from specialist trouser manufacturer to “total look” brand. From S/S 2022, PT Torino expanded its offering to include knitwear, outerwear, shirts and jersey.
The second transformation: Cover 50 S.p.A.’s acquisition by an investment fund at an extremely high valuation, with subsequent delisting from Euronext Growth Milan.
“The PT Torino case is almost unique in Italian fashion for the quality of results achieved. Few brands have managed to simultaneously handle a product rebranding and a financial transaction of this magnitude without losing an inch of positioning.”
Deep Marketing
A relationship born from the inside.
What makes the Deep Marketing–PT Torino collaboration unique: Deep Marketing’s founder held a managerial role in the company before founding the agency. PT Torino entrusted Deep Marketing with the role of outsourced digital marketing department.
360° strategy: from brand to e-commerce.
The intervention covered the full spectrum of communication and digital marketing. At the centre: brand strategy and repositioning. The work included complete digital marketing and e-commerce management, both B2B and B2C channels.
A global brand, rooted in Turin.
Revenue distribution — 43% Italy, 57% international markets — reflects a brand that conquered the world without losing its identity. Five showrooms — Turin, Milan, Munich, New York and Tokyo — are cultural outposts of Italian craftsmanship.
The PT Torino lesson.
The PT Torino case teaches something fundamental: brand transformation cannot be improvised. It requires competence, product intimacy, strategic vision and the ability to simultaneously orchestrate communication, distribution and financial positioning.
Deep Marketing proved an agency can become much more than a supplier: it can be an integrated strategic partner. From PT01 to PT Torino, from trouser manufacturer to total brand, from listed company to fund-acquired gem — every step was managed with the care only someone who knows the brand from the inside can guarantee.
As they say in fashion: details make the difference. And in this case, details made history.
