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Wise was founded in 2001 by two important business minds: Gianni Peroni and Federico Scalogna. The two entrepreneurs, already established in the Fashion Jet Set, have combined passion and determination to create three shops located in the historic center of Cremona. Thanks to the prestige and quality of the brands, Wise Boutique is now recognized by experts as one of the main Italian destinations for luxury fashion.

The Wise Fashion store is associated with THE BEST NEGOZI Camera Italiana di Buyer della Moda thanks to the prestige and quality of the brands covered, to the research and attention to detail.

Wise New Classic is different from any common space designed by the architect Massimo Quadri. It has the right balance between two different concepts of fashion: the first sees fashion in its most classic part, the second more modern and experimental.

Wise boutique Reggio Emilia is the fourth boutique of the group. Founded in 2015 and rethought with the help of the architect Baciocchi, it houses the most famous Italian designers including: Fendi, Gucci, Prada, Miu Miu and Dolce&Gabbana.

In 2013 the group acquired a large property in the historic center of Desenzano del Garda to open what is now Wise Boutique Desenzano, a megastore with men’s and women’s collections signed by emerging talents and the most successful designers of Italian and international fashion houses.


Wise Boutique- Corso Giuseppe Mazzini, 71 Cremona (Cr)get direction
'S Max Mara, Acne Studios, Alexander Mc Queen, Ami Paris, Amiri, Anya Hindmarch, APC, Balenciaga, Bally, Balmain, Burberry, Canada Goose, Celine, Chiara Ferragni, Chloe', Coach, Comme des Garcons, CP Company, Dior, Dolce & Gabbana, DSQUARED2, Ermenegildo Zegna, Etro, Fabiana Filippi, Fendi, Fila, Frame DENIM, Giuseppe Zanotti Design, Givenchy, Gucci, Guidi, Herno, Isabel Marant, Jacquemus, Jil Sander, Jimmy Choo, JW Anderson, Kenzo Paris, Loewe, Longchamp, Maison Kitsuné, Maison Margiela, Marc Jacobs, Marcelo Burlon, Marni, Max Mara, MCM, Michael Kors, Miu Miu, MM6 Maison Margiela, Moncler, Moncler Genius, Montblanc, Moose Knuckles, Moschino, MSGM, Mulberry, Nike, Off White, P.A.R.O.S.H., Palm Angels, Parajumpers PJS, Phillip Lim 3.1, Pinko, Prada, Proenza Schouler, Rick Owens, Sacai, Saint Laurent Paris, Salvatore Ferragamo, See by Chloe', Self-Portrait, Sportmax, Stella Mc Cartney, Stone Island, Stuart Weitzman, Thom Browne, Tod's, Tory Burch, Valentino, Valentino Red, Versace, Vetements, Wandler, Woolrich John Rich & Bros, Y-3, Yves Salomon, Zanellato, Zegna Z