The world of women’s fashion gets the big names (Coco and Christobal, for starters), while on the menswear front, the names might not be as recognizable. But just because menswear’s biggest names don’t roll of the tongue of even the most well-versed fashion follower, it doesn’t mean that they don’t have the heritage and history of their female counterparts. Brioni, a name that’s been in the business since 1954, has set its sights on U.S. expansion, opening up three stores — East, West and Midwest, for perfect geographic balance — to serve the sartorial elite.
“We are extremely proud of celebrating these openings in the U.S.,” said CEO Francesco Pesci. “Which we consider a very important market for the development of our expansion strategy.”
Back in 1954, Brioni started out as a family-run tailoring shop. They say that Italian men take their sons to meet their tailors the same way that American dads take their little ones out to play catch, so it’s no surprise that many Italian gents are more concerned with the fit, craftsmanship and fabrication of their suits — where most American men wear suits because the have to, the Italians wear suits because they actually want to. This love of all things sartorial might just be why the classic Italian look has changed little since the midcentury. Heritage brands such as Brioni and more modern, fashion-focused tailoring houses such as Dolce & Gabbana still retain that slick Italian style of suiting. Brioni, however, has the pedigree, having dressed high-powered businessmen, Hollywood’s elite and more throughout it’s 50-plus years of cutting impeccable suits.
And while Europeans know the brand as a go-to for top-tier tailoring, Americans are just now getting a taste of Brioni’s brand of la dolce vita. Three new stores have opened to showcase the brand in its entirety. Chicago’s Gold Coast gets the biggest dose of Italian cool while Costa Mesa’s South Coast Plaza and Florida’s famed Bal Harbour shops received boutiques with a smaller footprint. The three boutiques mark an almost doubling of Brioni’s retail presence, bringing the count of stateside stores from four to seven. Each one is designed with clean lines to better showcase the brand’s tailoring. Travertine floors, bronzed brass fixtures and ribbed wood let the suits take the spotlight. Each location offers made-to-measure services and a full range of mens’ apparel and furnishings, letting guys in the know get dressed from head to toe. Tailoring services at each location assure that each and every well-heeled gent gets out with the best-fitting suit they can get, whether they’re looking to peacock at Fashion Week or just head to the office.
Images courtesy Brioni