MILAN — LF Luís Figo, the fashion and lifestyle brand established by the namesake soccer champion in 2023, is sharpening its identity and gearing up for its next phase of development.
Under the lead of Dahir Addo Arbo, who was named chief executive officer of the company a year ago, the menswear brand is switching to a see now, buy now format, dropping tight ready-to-wear and accessories edits at selected moments throughout the year.
Instead of relying on the founder’s image as an athlete, the brand seeks to cater to a broader audience by tapping into Figo’s current globe-trotting lifestyle, Addo Arbo told WWD in his first interview since joining the brand.
“This next phase of growth for LF Luís Figo is about articulating with greater precision what the brand has always stood for and what makes it relevant to today’s consumers,” Addo Arbo explained.
A seasoned luxury executive with more than two decades of experience in the fashion industry, the CEO has held senior leadership roles at companies including Hugo Boss and Donna Karan, where he most recently served as vice president of sales and business development for EMEA, India and Australia.
