Brioni

From via Barberini to the Whole World

Founded in Rome in 1945, Brioni ranks among the most luxurious brands of the men’s fashion world, and represents premium quality and exclusivity. The label was named after the island group on the most westerly Adriatic coast of Istria, which was regarded as the epitome of elegance and elite in the 1930s and 1940s. The tailor Nazareno Fonticoli and the fashion designer Gaetano Savini founded their first Brioni store in Rome in 1945, in the Via Barberini. This is where the dream of Italian haute couture for men began, and with it a successful mix of technical and stylistic excellence. A place that promised masterful quality and with which Brioni for men attracted the biggest Hollywood stars and politicians. Made to measure, handmade shoes and accessories quickly became a status symbol of the jet set. The first fashion show took place at Palazzo Pittiin Florence in 1952. By 1954, the label had conquered the US market and the film industry, finding fame among Hollywood stars and high society. Any of the American film stars filming in Rome – from Clark Gable to Rock Hudson – swore by the "Italian Style”. The Italian luxury designer went on to take over the styling of the costumes for 007 actors in "James Bond" films for the next ten years. From “Golden Eye” to “Casino Royale”, James Bond’s classic dinner jacket and other outfits were all created by the luxury label. That honour fell to Tom Ford for men as of "Quantum of Solace".

The great demand led Fonticoli and Savini to expand. In 1959, they opened their atelier in Abruzzo, in central Italy, in order to produce larger quantities without having to give up the exclusive craftsmanship that still characterises the luxury of the brand today. The two men thus realised their vision of "prêt-à-couture" - a classic tailoring atelier that could produce menswear on an industrial scale. The company's current headquarters are also located in Penne, in Abruzzo. The majority of Brioni's collections for men are still produced here.

Brioni opened its own tailoring school "Scuola Superiore di Sartoria" in 1980 to ensure sufficiently talented young tailors from within their own ranks, and to continue handing down the masterful tailoring of the hand-made products from generation to generation. The school is now the first port of call for all young talents who have succumbed to savoir-faire and want to be taught the craft of older generations. Only every four years do 16 students get the chance to be trained as Brioni tailors. Among them, the company's values are passed on: "the cultivation of traditions, the passing on of knowledge and the protection of our planet". After their training, they produce exclusive fashion that is not subject to any trends and embodies the timeless elegance of handmade tailoring. In this way, Brioni for men not only maintains the high quality of its creations, but also helps to preserve the beauty and sustainability of traditional craftsmanship.

In 2002, the company was awarded the Igedo European Fashion Diamond Award for superior quality and creativity. In 2011, Brioni was sold to the French group Pinault-Printemps-Redoute (PPR). The company headquarters are now located in Penne, in the Abruzzo region (Central Italy).

Passion Meets Craftsmanship

The master tailors at Brioni are true artists. They turn every detail into a masterpiece with perfection and precision - crafted to the highest standards. Each Brioni suit alone requires 220 individual steps before it is finished. In addition, there are 7,000 hand-stitched seams - each precisely executed. In total, it takes over 24 hours of labour to produce such an exquisite two-piece suit.

Particularly in the case of made-to-measure clothing, the customer and master tailor are in close contact in order to fulfil the wearer's wishes in the best possible way and to adapt every detail to the body. This creates the perfection that makes a Brioni made-to-measure suit what it is - a one-off. Matching cufflinks and a bow tie round off the perfectly customised Brioni suit.

Brioni is deservedly known for its men's suits, but the luxury fashion brand's range is not limited to ready-to-wear. From the Brioni jacket for men to jumpers and shirts, the brand offers everything you need to dress in style from head to toe. The Brioni coat for men made from alpaca wool, cashmere or even silk is one of these pieces and will ennoble any sophisticated outdoor wardrobe. The materials used are high-quality natural products that are particularly warm and breathable.

What Characterises Brioni Men's Suits?

Made from the finest fabrics and designed by master tailors, the Brioni suit is one of the most exclusive of its kind and epitomises masculine elegance. What characterises it is not only its high-quality workmanship, but also its body-hugging, Italian fit. A Brioni suit for men simply fits perfectly. Furthermore, the absence of a complete inner lining often guarantees a comfortable fit. In addition to the sophisticated design, this is created by the fine materials. These include the finest virgin wool qualities such as Super 170 wool. The craftsmanship is also visible in the hand-stitched sleeves and armhole edges. You can expect perfection down to the smallest detail. The passion with which Brioni goes about its work has resulted in some well-known and equally appreciated Brioni suits, including the following models, which are an integral part of every collection:

• The Brunico has been produced by Brioni since 2010. It is the house's iconic suit and is characterised by its classic fit and handcrafted construction. The notch lapel is complemented by a two-button style, flap pockets and a centre back vent. The lining is branded and the trousers are finished with French pockets. Paired with a silk tie, pocket square and designer shirt for men, it's an excellent choice for everyday business. When it comes to shoes, it's also best to keep it classic: lace-ups or monks in polished smooth leather are ideal.
• The Plume, as its name suggests, is as light as a feather. Brioni for men achieves this with an unconstructed design. The Brioni two-piece jacket has subtle shoulder padding and side slits at the back. The airy construction offers optimum freedom of movement and a pleasantly light feel. The fit is slightly looser than the other styles in the men's outerwear range. Wear it in summer with elegant designer loafers for men and a cooling linen shirt.
• The Amalfi is all about doing without. In this model, Brioni deliberately omits details such as the sleeve support band and shoulder pads in order to emphasise the otherwise concealed pleat detail and create a casual look. Double hand-stitched seams on the flap pockets and lapels are another subtle distinguishing feature of Brioni's lightweight Amalfi two-piece jacket. This modern style is ideal for combining with an elegant designer polo shirt for men or a fine turtleneck jumper. When choosing shoes, you can also opt for simple sneakers, if the occasion allows, of course.

Where and How Does Brioni Manufacture?

The collections are mostly manufactured in Italy by hand. Each product is made with the utmost attention to detail, as if it were one of a kind. The figure-accentuating and waist-hugging cut is a Brioni trademark. The brand is one of the most prestigious luxury brands in the world of designer men’s fashion. The secret of success: keep re-inventing yourself over and over again without losing sight of your identity.

Discover the world of Brioni for men in our BRAUN Hamburg online shop and find handmade luxury fashion that stands for tradition, quality and style. Here you will find the perfect men's suit for special occasions and everything in between.