Add is a collection of weightless coats and down jackets. Very innovative, with an Hi-Tech heart, the brand was born in 1999 from a John C. Grain idea. I have personally been a fan since 2005 when I bought a jacket in Florence (visiting Pitti Bimbo). I still wear it; it’s just the lightest and warmest thing I have ever had. I was very happy to learn that the brand just launched a babies and children’s line. Last but not least, Add is the official sponsor of the Stanley Kubrick Photographer exhibition in Venice. For more info visit and