Fashion

Brioni launches bespoke denim service


Brioni launches bespoke denim service

As demand for personalisation pervades the luxury industry, gentleman
outfitter Brioni has launched a bespoke made to order denim service.

The Italian luxury brand promises to elevate the leisure wardrobe of the
contemporary gentleman by offering a selection of fits, fabric, stitching
as well as hardware, labelling and monogramming.

Executed with the utmost precision, every piece is tailored by hand to the
individual wearer.

Brioni launches bespoke denim service

Brioni is an owned by French holding company Kering. Founded in Rome at the
end of the second world war, it is known for its made-to-measure men’s
suits, sartorial ready-to-wear collections and leather goods.

The company went through a blip in 2016 when it hired former MyTheresa
fashion director Justin O’Shea as its creative head in a bid to boost its
image credibility amongst a younger demographic.

Brioni’s core customer did not respond well to the changes brought about by
O’Shea, which included a revamp of the brand logo and an advertising
campaign featuring Metallica. O’Shea left his role six months late. In 2017
the company installed Fabrizio Malverdi as its new CEO.

Brioni launches bespoke denim service

Photo courtesy of Brioni



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