Paura, an Italian men’s and women’s clothing brand that blends streetwear, contemporary fashion, and experimental tailoring, has no fear, despite his surname stands for the Italian word meaning “fear”.
He recently joined Paoloni, an Italian group that owns clothing brands such as Paoloni and Manuel Ritz. The Marche-based group has acquired a stake in the streetwear-meets-fashion brand, founded in Rimini, in 2015 by designer Danilo Paura, known for his collaborations with many streetwear, sportswear and activewear brands including Kappa, G-Shock, and a recently launched—and already sold-out—collaboration with Vans.
He is also the co-founder of the sneaker brand Santha Not For Skate, managed in partnership with D.A.T.E.
Paura stands out for its innovative style and his ability to blend formal and casual elements, creating unique pieces with bold, recognizable designs and a high level of craftsmanship.
We met Danilo Paura during the last edition of Pitti Uomo, in June 2026. He spoke about his work, and his most recent partnerships that allows him to pursue his goals, or, as he says, “If you want to be someone, be yourself. Having the courage to stand by your identity is the best way to face our fears.”
Paoloni has recently invested in Paura. What benefits will this bring to your brand?
The group will support my brand in growing in a structured way. Paura has now found a home that will allow it to uphold its identity, its ideas, and its creativity—and, above all, will enable this story to more powerfully convey the values that define it.
After meeting the Paoloni group, I felt ready to be welcomed into the fold. This was an incredible opportunity that allowed me to connect with top professionals—all highly skilled, extremely competent, and fantastic.
I realized that thanks to this agreement, I just have to focus on my own responsibilities while someone else handles the other aspects, perfectly completing the process and bringing everything full circle.
For instance, Paoloni’s arrival marks a phase of consolidation, which will allow us to further focus on our international growth. From today, June 23, through June 28, Paura will be in Paris at the group’s showroom to present its s/s 2027 collection to international buyers and further strengthen our presence in foreign markets.
Could you also eventually collaborate with the group’s other brands in the future?
I don’t know.
When was Paura founded?
Technically, in 2015. There was an initial phase where I worked on this brand almost as a hobby, and, like everyone else, I started by making T-shirts. After that phase—which I consider a trial run—I realized I wanted to focus on my brand from that point on.
What is the clothing brand Paura exactly like?
Paura is the embodiment of a rebellious and romantic soul. It’s an introspective journey through a chaotic and eclectic wardrobe.
I’m not drawn to things that are too conventional; fashion in my life is a way to express who I am and what I think, so perhaps I generally don’t have a specific goal in mind when I design. My goal is to communicate, reflect, and try to surprise.
If you want to be someone, be yourself. Having the courage to stand by your identity is the best way to face our fears.
Then there’s the tailoring and craftsmanship of the collection, in line with my motto: “Streetwear as direction. Craftsmanship as rule. Hustle as culture.” I am confident that this partnership will enable me to accomplish these objectives.
Along with your apparel brand, you’re also involved in other projects of your own, like, for instance, you’re a co-owner of Santha Not For Skate…
It is a skater-style sneaker brand, which I co-founded with two entrepreneurs and partners–Marco Raparo and Manolo Clementi. Our brand was launched in 2018 as a spin-off of my brand Paura, but I already had a strategy in mind to turn it into a brand of its own. And that’s exactly what happened.
It draws inspiration from the underground skate scene of the ’90s—but not the glossy version, nor the one celebrated by the mainstream. It’s the scene made up of neighborhood crews. These sneakers are a manifesto of individuality, creativity, and boldness.
We’ve signed another partnership with this brand, too. In this case with D.A.T.E., a well-established Italian sneaker company, that is managing production and distribution for our brand. After meeting with them, we realized that thanks to their organization, our project can become a reality and grow.
We’re good at handling the creative side, and we need to stay that way. Developing a brand is serious work and, as such, must be approached in a structured manner.
Is this your first sneaker project, or have you done others before?
This is my first sneaker project, but I’ve already collaborated on others, such as with Vans.
How long has the project with Vans been going on?
We had a drop two weeks ago and sold out within a few minutes. It was incredibly satisfying.
And what’s the name of the capsule collection?
It doesn’t actually have a name, but it has its own tagline—“Authentic Always, Punk Forever.” It’s sort of a tribute to the skate punk scene, but taken to a level where the attention to detail and accessories makes the shoe very recognizable. And then there’s all the brand’s work.
Among your collaborations, in addition to Vans, you’ve worked with Diadora, Kappa, and G-Shock. What’s your creative approach when you’re thinking about a collaboration?
At the core of each collaboration there is always the desire to challenge myself, to question myself. Collaborating means sharing, contributing your vision to a project with the desire to find common ground where one brand never dominates the other.
Each collaboration has left me with something different from the others; every challenge is unique. You have to see the big picture; you have to be willing to learn and listen.