The growth of Psycho Bunny, a global clothing brand that defies fashion conventions, shows no sign of slowing. The brand now has its sights set on Europe, starting with Italy, as Stefano Lora, CEO of Stefano Lora Showroom- the label’s distributor in Italy- tells FashionNetwork.com. “The story of Psycho Bunny began in 2005 in New York, USA, when it was founded by Robert Godley and Robert Goldman, but it changed course in 2016 when it was acquired by the Canadian group Thread Collective, based in Montreal and led by Alen Brandman. It is a licensed apparel manufacturer that wanted a brand of its own. They invested in the product and in branding, transforming it from a small operation into a label that closed 2025 with $340 million in revenue (over €296 million, editor’s note).”
Originating with a niche line of handcrafted silk ties and later becoming best known for its premium polo shirts, the North American brand has evolved into a global enterprise producing menswear and childrenswear, as well as swimwear, activewear, and golf collections- creating wardrobe classics and essentials with a disruptive spirit, reflected in bold, colourful, uncompromising design and exemplary craftsmanship.
“Over the past decade, Thread Collective has built out the brand’s entire wholesale operation, taking it into major department stores across the United States, while also developing retail,” recalls Lora. Today, Psycho Bunny is available in around a thousand multi-brand stores in North America, Latin America, the Middle East, Japan, and Europe, along with a rapidly growing network in South Africa, and it operates more than 200 mono-brand stores, chiefly in the United States, Canada, Latin America, and Japan, as well as in Dubai.
“The label has two key strengths: first, the quality of its craftsmanship, demonstrated by the use of premium Peruvian Pima cotton, which guarantees exceptional comfort and durability. Psycho Bunny uses it for all its T-shirts and polo shirts (they acquired a factory in Peru to ensure supply, since they use it to produce one million garments). Second, the robust organisation behind the company, which provides strong support to local distributors,” notes Stefano Lora. “Psycho Bunny believes strongly in Italy, a market it intends to penetrate in a meaningful way, and even more so in Europe. To date, we have 40 high-profile clients in Italy, following the trial of two pop-up stores at Rinascente in Rome and Milan.”
Stefano Lora Showroom is organising events this summer in Italian seaside tourist destinations, where it will use an American Airstream to showcase Psycho Bunny products and distribute promotional items, in collaboration with one of its clients. The Vicenza-based company also aims to handle Psycho Bunny’s distribution in other countries and regions- such as France, Germany, and Northern and Eastern Europe.
“We’re in discussions with the company; it’s a project still in the works.” Currently, the brand works with other local distributors in the United Kingdom and Spain.
Psycho Bunny’s focus is on polo shirts, T-shirts, swimwear, and knitwear, but the collection also includes trousers, caps and a few other accessories. “The knitwear is hugely popular, as is the tonal or contrast sweat tape on the T-shirts, while some swim shorts reveal the bunny symbol in a filigree effect when wet,” adds Stefano Lora.
Psycho Bunny is also a sportswear brand, with a particular focus on tennis and golf. In tennis, the label kits out Kazakh player Alexei Popyrin and French player Arthur Rinderknech and sponsors various tournaments in Canada; it was also a sponsor of the recent Formula 1 Grand Prix in Miami.
Knitwear features more prominently in the winter collections, but “even though it’s produced in Canada, the brand has very little outerwear in its ranges,” assures Stefano Lora, who continues to lead his fashion, homeware and lifestyle brand Vicario Cinque. “It is currently present in 12 countries worldwide and is growing especially in the United States and Australia, where ‘Made in Italy’ is highly valued, and in Europe, which we have now fully covered.”
Stefano Lora Showroom, with 25 employees and still based at Italy’s Villa Piovene Lora in Brendola, will celebrate its 40th anniversary in 2027, and last year generated €5 million in revenue through its direct distribution operations, including the Vicario Cinque brand, posting single-digit growth. In addition, it has just acquired the Italian distribution rights for Levi’s as an agency.
Still an agent for Canadian brands such as Mackage, Kanuk, and Moose Knuckles, Lora also distributes the Dutch hat brand Le Bonnet, as well as Napapijri, Re-Hash, Hiso, Pepe Jeans London, Michael Kors, Henri Lloyd, and Blauer. He has two showrooms: he owns another in Milan, near the Central Station.
“As part of an evolutionary process, I believe that even an agency must diversify. After all, today we’re no longer just agents- we’re all consultants,” says the Vicenza-based entrepreneur. “Being a consultant also means bringing new brands into our market. Being in contact with brands that are part of global groups, such as Levi’s or VF Corp., allows me to learn a great deal from their experience; it opens the mind and helps one understand how these giants operate and evolve in terms of marketing and product, and then I bring these insights back to our field,” concludes Stefano Lora.
Copyright © 2026 FashionNetwork.com All rights reserved.
