The Italian Job
These Brands Can Take It To The Bank Without Robbing You
Pini Parma, Boggi Milano, Luca Faloni are the new generation of menswear brands making luxury labels look ridiculously overpriced.
Typically, dressing like a gentleman required either a generous bank account or a very understanding divorce attorney. A beautiful Italian jacket, perfectly tailored trousers, a cashmere sweater and a decent pair of loafers could easily set you back several thousand dollars. And that was before you bought the watch. (more on that later)
Now, something interesting is happening in menswear. A growing collection of European brands are delivering exceptional style, quality fabrics and sophisticated tailoring without the outrageous luxury-brand markup.
We think some of the big boys should be nervous.
Pini Parma is a perfect example. Beautifully cut jackets, pleated trousers, luxurious knitwear and that unmistakable Italian elegance. The look is decidedly old-money Mediterranean, without requiring old money. It's the sort of clothing that makes people assume you weekend on Lake Como.
Boggi Milano has become one of the smartest destinations for the well-dressed man. Its tailoring, performance fabrics, shirts and sportswear deliver a sophisticated Milanese wardrobe at prices that often make established luxury labels look absurd. Particularly impressive is its ability to blend business attire with contemporary casual dressing. The brand has successfully entered the US market with stores in New York, Chicago and Miami.
Then there's Luca Faloni, a brand that understands understated luxury better than many houses charging three times as much. Italian cashmere, beautiful linen shirts, suede jackets and refined knitwear. Minimal logos, maximum taste.
And those three are hardly alone.
Gran Sasso is a favorite among men who understand that a beautifully made sweater doesn't require an enormous designer logo. They have been around a long time and have crept into the $$$ category but when you wear their product, you feel it. Their expertise in knitwear is respected enough that Pini Parma and Loro Piana have collaborated with the company on a dedicated knitwear collection.
Natalino (don’t let the name fool you…they are based in London) also deserves attention, especially for men who appreciate fuller-cut trousers, relaxed tailoring and traditional sartorial details without the theatrical luxury pricing.
This tells you that a $2,000 sweater isn't necessarily four times better than a $500 sweater. Sometimes you're paying for craftsmanship. Sometimes you're paying for advertising campaigns, flagship-store rents, celebrity endorsements and a shopping bag that announces your financial status to strangers.
The smart man today are those who mixes brands, understands fabric, recognizes proper construction and spends his money where it matters.
Great style has never been about how much you spend.
It's about how much you know.
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