BEHIND THE BRAND: BRIONI

 

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Christened after the Italian word for the Brijuni Islands in the Adriatic Sea, a holiday destination fashionable with European upper classes in the 20th century, Brioni was established in Rome in 1945 by tailor Mr Nazareno Fonticoli and industrialist Mr Gaetano Savini. Growing the fascination of the islands in their glory days, united with careful tailoring and attention to detail, Brioni rapidly became well-known as an important gentlemen's outfitter. In 1952, the brand held the first ever men's fashion show in the Palazzo Pitti in Florence, and by the end of the decade, Brioni was firmly the time-honoured tailor of choice for Hollywood's leading men, dressing Mr John Wayne and Mr Clark Gable among others.

Nowadays, Brioni remains renowned for its noticeably Italian stylishness, and unique craftsmanship and superiority. More than just a label for Brioni, "Made in Italy" is the fundamental philosophy which influences everything the company does, production is wholly in specialised Italian factories, much of it at the firm's original location in Penne, in the Abruzzo region of Italy, with many processes carried out by hand. As Brioni's CEO, Mr Franceso Pesci, explains, "these processes go through iron-clad controls, starting as soon as the fabrics are received," to ensure the utmost quality of the finished items.

More than half of Brioni's employees are skilled tailors, and in 1985 the company started its own tailoring school in Italy, which runs four-year courses to bring students up to the level of knowledge the firm demands. Fans of Brioni are varied, ranging from business leaders to show-biz stars, and among them are Mr Daniel Craig and Mr Nelson Mandela. Summing up Brioni's unique appeal, Mr Pesci concludes that "there should always be a balance between sartorial principles and the fashion of the moment, with the final result so balanced that its beauty goes beyond times."​​​​

Don't be. Become.

 

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A U T H O R
Donald Anthony

I M A G E 

Donald Anthony

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