Kired

Kired's manufacturing roots go back to 1986, when a production plant on the outskirts of Parma was established under the name Wonderland srl, making sportswear: jackets, trench coats and raincoats. During the 1990s the range expanded to include leather garments and shearling pieces alongside the fabric outerwear. The company was subsequently acquired by Kiton, the Neapolitan tailoring house, and the brand was renamed Kired, operating within the Kiton group as its outerwear-focused label. In 2008 a new manufacturing plant opened in Collecchio, near Parma, designed with attention to working conditions for its employees. Kired's collections remain centered on outerwear made with Kiton-level material sourcing — cashmere, silk and fine wool — and the brand is particularly known for reversible coats and jackets, including reversible cashmere pieces, that let a single garment function as two different finishes.