The brand Care Label and We Care S.r.l. were born in 2007 thanks to the joined efforts of Leopoldo Durante, a professional with more than 20 years of international experience in the denim business, Enrico Gallo a skilled consumer/product marketing strategist, and Lapo Elkann, an actual innovation interceptor.

The Felici family joined the team in 2010 and in 2017 acquired 100% of the company taking personal care of production and distribution. Felicis has operated as a contractor for 30 years for many high-end jeanswear brands in the European and American markets.

The brand Care Label plays on the double meaning of care and maintenance understood in both ways as the research of the best quality and material. 

The final customer will shape jeans through time, turning each item unique. Every model of the Care Label collection has a story to tell, and the texture is defined by those who wear these garments: the Carelabelist. 

Care Label takes care of all details: the screen printing inside the jeans, the cotton flower logo, the printed washing icon and the brand logo.

Care Label’s flagship product is the jeans, designed and developed to fit on customer’s shape through time perfectly. It takes a few months before selvedge denim takes the perfect shape for those wearing it.

Time is an additional benefit for Care Label garments.

Care: searching for the best quality denim and materials. Care: for details. Care: for heritage and craftmanship combined with innovation, modern design and brand new artisanal techniques of treatment and washing. Care Label Denim are designed and produced in Italy. 

100% Made in Italy.