Photo © Luca Faloni

Premium menswear brands have their leading lights too — ask around and you’ll see. When the conversation turns to men’s fashion, gentlemen are often looking for timelessness rather than trends, and for comfort without sacrificing style. And how do you maintain good taste when you’re in demand across every time zone? The eponymous label Luca Faloni has carved out a place in the modern man’s wardrobe by opening a window onto Italy.

By Sabah Kaddouri

Your years in San Francisco led you in an unexpected direction. Yet one constant runs through your journey: a determination to meet an unmet need, as is so often the case in Silicon Valley.

Luca Faloni : I left Italy in my early twenties for England, then the United States. I split my time between the two destinations. In this new life away from Turin, I discovered how difficult it was to find good places to dress as a man. In Italy, there is real expertise in fashion for every budget, and always that guarantee of quality to which I am deeply attached. Gradually, I began to focus seriously on the subject. I knew exactly what I wanted, and I was certainly not the only man who felt that way. The momentum was there with the rise of online stores (2012–2014). So I wanted to bring authentic Italian expertise to market, while removing the margin taken by intermediaries, in order to sell directly to discerning men.

For the first six years, we were present only online. To support our growth, we later opened physical locations in London and New York.

What did you learn along the way through that self-taught approach?

L.F.: First and foremost, you have to stay focused and be meticulous about the product and its constant improvement. Listening to customers — whether through feedback or any difficulties they may encounter — is a way to grow a brand. At Luca Faloni, we do not follow trends or seasons: we focus on creating beautifully designed products. What I also took from my previous work in consulting is an analytical approach to problems and the ability to set priorities in order to find practical solutions. That work goes hand in hand with a great deal of persistence.

Who is the Luca Faloni man?

L.F.: “Less is more” — the Luca Faloni man sees himself in this formula, which means privileging quality over quantity. Comfort is also an important criterion, because these are people who are highly engaged professionally and socially. Fabrics such as linen, cotton and cashmere fit seamlessly into their daily lives, whatever the moment or the time zone. These are men who are not required to wear a black suit every day, so they can introduce colour and appreciate our Portofino shirts, available in several shades (lilac, forest green, caramel brown, light pink…). Our Portofino model is also a bestseller!

The result is a timeless wardrobe made up of premium essentials — linen shirts, cashmere knitwear, suede overshirts — crafted in Italy and designed to outlast fleeting fashion cycles.

Buying at Luca Faloni is an experiential immersion. What was your thinking behind that?

L.F.: To understand men is to understand their relationship with clothing and the way they live and consume today — in short, to listen to them. My thinking is not really inspired by fashion. When our customers visit us, they are often accompanied by their wives and children. We have therefore created a world where Italian lifestyle and conviviality come together, so that everyone feels at ease. There is a bar where you can enjoy excellent house coffees and other drinks, a bookstore filled with beautiful books and the latest magazines, a table for a game of chess, cosy spaces arranged like lounges… In this bubble of serenity, the man can choose what suits him while his loved ones enjoy a pleasant moment. The act of buying goes beyond consumerism.

Running a brand is mostly about…?

Photo © Luca Faloni

L.F.: A brand is a promise, a covenant of trust. In Italy, it is deeply rooted in our culture to name companies after our surname — across every industry — and it is a very powerful symbol, because we put our own name behind what we sell and what we stand for. There is a certain pride in seeing a company bear your name. So running a brand means staying true to the values you promote and building a relationship of loyalty. Luca Faloni’s DNA is quality, aesthetics and a sense of service — in two words: good taste. I am not trying to reinvent menswear, but to perfect the essentials that men wear every day. It is up to me to make that stance clear.

Moreover, leading a brand also means accepting the decision not to raise funds in order to scale faster. You have to remain aligned with your vision. If freedom is paramount to you and you want to build for the long term, it is always better to remain the majority shareholder.

Sport is more than ever a strategic arena for brands. Your brand has moved into tennis — what is your roadmap in this area?

Our partnership began with the Munich Open, which was a very positive first experience. Today, Maison Luca Faloni sponsors the tournaments in Gstaad, Mallorca and Kitzbühel. These partnerships have allowed us to extend our universe to new customers while strengthening our relationship with long-standing enthusiasts. Tennis is highly relevant for us because its reach is global, without being confined to niche sports with a limited audience. And as an Italian brand, we are witnessing the dominance of all these great Italian champions — embodied by the talented world number one Jannik Sinner — a generation drawing every eye.

As a result, the brand will continue to strengthen its presence in this sport while remaining selective.

I also love the magnificent experience that comes with destinations like Gstaad or Mallorca… There is a definite charm in attending these competitions against such postcard-perfect backdrops. Monte Carlo could be the next step.

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