Psycho Bunny, an irreverent Canadian sportswear brand, aims to expand globally. It is launching in Italy through Stefano Lora Showroom, a representative agency based in Brendola, near Vicenza.
Stefano Lora, expert insider of the fashion business and agent of various fashion brands, has been working for over 30 years distributing brands like Reash, Napapijri, Blauer and C.P. Company in Northern Italy. He has also distributed other international brands including Mackage and Le Bonnet throughout Italy. He also sells Vicario Cinque, a woman’s contemporary fashion brand he owns, produces and sells through a network of 300 clients and has recently started expanding in the US, Australia and Canada, too.
“We also launched this brand because we want to offer a completely new concept,” explains Lora. “I believe that a representation agency like ours must be able to reinvent itself and provide consulting services to its clients. The launch of Psycho Bunny in Italy is also part of this—that is, discovering and offering strong brands like this one to our clients,” he adds.
The brand was founded in New York in 2005 as a silk tie brand by two young creatives—Robert Godley and Robert Goldman. In 2021, after evolving into a full-range apparel brand, it became part of Thread Collective, a global private apparel company that designs, manufactures, and distributes some of the world’s most recognized fashion brands—including Alpenhaus, Dickies, Marc Ecko, Mexx, Nautica, Scotch & Soda, and Kanuk—under the leadership of its CEO and owner, Alen Brandman.
“Psycho Bunny was born and continues to be defined by two main aspects—on the one hand, the exceptionally high quality of its products, as most of them are made with Pima cotton, a highly prized Peruvian cotton—and, on the other, the idea of being funny, a bit irreverent, like its distinctive logo, which depicts a skull with rabbit ears, creating a striking contrast between the tenderness of the rabbit and the powerful impact of the skull,” Lora continues.
The brand offers a complete wardrobe, but focuses primarily on polo shirts, T-shirts, swimwear, and knitwear, and has grown into a company that currently has annual revenue of US$340 million (around €299 million) and sells its products in more than 200 monobrand stores.
Psycho Bunny operates as a direct-to-consumer business within the luxury menswear and kidswear sectors. Its organization maintains a robust retail and wholesale presence across North America and beyond. In Canada, they sell in approximately 100 points of sale with approximately 300 employees, while their US operations include over 1,000 points of sale and nearly 900 employees.
Its international reach is further supported by partnerships in the UK, Latin America, the Middle East, South Africa, and Japan.
The brand has been selling in Italy since S/S 2026 in approximately 40 multi-brand stores, in addition to having conducted two test launches with La Rinascente—one in Rome in April and one in Milan in May—achieving excellent sell-out results among a very diverse consumer base—including both young people and adults—and proving particularly popular with women.
The brand will soon launch a summer tour in several vacation destinations, featuring promotional activities that will direct visitors to local stores already carrying the brand, such as those in Lignano Sabbiadoro and Jesolo.
“We’re carrying out these activities because people are often more inclined to shop while on vacation, and, of course, Psycho Bunny is an international brand, so we find many tourists from all over the world who appreciate being able to find it in Italy,” explains Lora.
The collection features about 100 pieces, with retail prices ranging from €50 to €75 for T-shirts, €98 to €119 for polo shirts, and €109 to €139 for knitwear. Swimwear, on the other hand, ranges from €108 to €118.