Ciao Bella, Ciao Budget Why Italian Menswear Now Costs as Much as a Vespa (and Feels Half as Practical)

Once upon a time, buying Italian menswear meant investing in craftsmanship, understated elegance, and the kind of sprezzatura that can’t be faked. A Brioni suit whispered wealth. A pair of Stefano Bemer shoes told the world you had taste—and a cobbler on speed dial. But in today’s market? You’d better have the net worth of a minor royal if you plan to dress like one.

Welcome to the shocking new reality of Italian menswear, where the tailoring is still sharp, but the pricing is downright blunt.

Sticker Shock in Silk and Suede

That unstructured linen blazer you eyed in Capri, $3,100. A cotton shirt that looks like something your nonno wore to prune tomatoes? $950. And don’t get us started on the loafers: you’ll need to drop a cool $1300 for anything handmade—and even more if the designer added a tassel.

At this point, you’re not just paying for a garment. You’re underwriting a runway show, a yacht week sponsorship, and three fashion interns in Milan subsisting solely on espresso and Instagram clout.

The "Made in Italy" Mirage

The label still seduces. Made in Italy conjures images of Tuscan workshops and Neapolitan ateliers. And yes, many brands still uphold that tradition. But others? They import fabrics, do the bare minimum of stitching in Italy, and slap the label on like it’s a Gucci belt at a freshman formal.

In other words: the craftsmanship isn’t always keeping up with the price tag. But the marketing? Bellissimo.

When Fashion Went Full Finance Bro

Italian luxury houses have discovered that men—especially the ones raised on tech stocks and watch flexes—will pay anything if you call it investment dressing. So they’re selling basic navy suits for the price of a secondhand Porsche and convincing you that a $4,500 cashmere coat is your next “heirloom asset.”

Spoiler: your son’s not going to want your double-breasted Loro Piana. He’s going to want your apartment in Rome or a couple of Rolex’s.

Brands Behaving Badly

Let’s name names, shall we?

• Brunello Cucinelli: Still gorgeous. Still morally perfect. Still charging $950 for a T-shirt that looks like it’s been pre-crumpled by Gwyneth Paltrow’s stylist.

• Kiton: Incredible tailoring, sublime fabrics… and suits that start at $8,000 and go up faster than your blood pressure in their showroom.

• Zegna: Sleek, modern, and now experimenting with “tech” fabrics that cost more than a Peloton studio! A sweaty $4,500.

• Tod’s: Those gommino driving shoes? $850. But hey, at least they make your feet look like they’ve never known public transport.

• Loro Piana: A ‘traveler’ suede jacket for a cool $9,500. Leave the cannoli’s take the jacket

So What’s a Stylish Man to Do?

If you’re chasing authentic Italian style without selling a kidney:

• Go bespoke in Naples: Yes, it still exists. And in many cases, it's cheaper than buying off-the-rack from a mega brand.

• Skip the hype labels: Brands like Pini Parma, Boglioli, Barena Venezia, or The Gigi offer Italian flair without Milan Fashion Week madness. Our pick: Boggi Milano

• Vintage is your friend: Real deal tailoring from the '80s and '90s? Built like a Ferrari, priced like a Fiat Panda. Search hard but they are out there.

Bottom line: Italian menswear hasn’t lost its soul—but it’s certainly found a new price point. If you’re not careful, that sprezzatura will cost you your savings.

The $950 Tee