Italian historical jeans brand Carrera is celebrating its 50th anniversary this year. It recently organized a party in its Italian head offices near Verona and will later launch a series of other initiatives.

The company has recently redefined its brand's international relaunch through a series of new strategies. It has participated in the last January edition of Panorama in Berlin and will show at Kleinefabriek in Amsterdam with its kids line.

Its men and women complete total look collection includes four major product categories – Basic, Original, Travel and Play. It offers a total of 350 items offered at retail prices from €50 to €80. The whole collection is produced in Tajikistan through Carrera’s 100% own subsidiaries that employ locally and own grown cotton, produce their own denim fabrics and manufacture the entire collection there.

The company has closed 2014 with €40 million sales (which were €34 million in 2013). Among its major markets there are Italy (20%), Germany (20%), Japan (20%) and USA (10%). It is presently sold through 30 monobrand stores and 180 shop-in-shops in Italy, plus 10 monobrand stores abroad. Future expansion aims include the intention to reach 100 Carrera stores worldwide by 2018. Out of these 100 stores 50 will be in Italy and the remaining ones all over the world since various openings are expected already in Europe and in Southern America from 2015 on. Recent agreements include openings in Malmoe, in Sweden, and Amsterdam, in The Netherlands. Also on schedule are Sao Paulo, in Brazil, plus Cuba and Korea.