ADD was born in 1999 with the desire to transform the vision of the outerwear into down, from a product aimed at responding only to practical needs to an aesthetically relevant element of the wardrobe. This intention has led to the search for fabrics and types of down processing capable of allowing the creation of warm and comfortable garments, but at the same time super-light and with a refined design. The men's, women's and children's collections are designed to embrace different styles, from minimal moods to more conceptual forms, in the desire to develop a transversal concept of elegance. add is presented through 4 concepts designed to define its DNA: Lightness, a tangible feature of the product that at the same time evokes an attitude towards life. Design, in which form and functionality converge, conceived from a fashion point of view but not necessarily trendy. Value, understood as a quality that can last over time, and Embracing, a metaphor to indicate comfort, a sense of belonging, an affirmation of equality.