By their nature, basics aren’t very exciting to talk about, but they also form the backbone of our wardrobe. I imagine that’s one of the biggest challenges for Luca Faloni, a relatively new Italian company specializing in fine dress shirts, knitwear, and leather goods. They started in 2013 on the idea of selling high-end Italian products directly to consumers, cutting out the middleman and offering more value (a common marketing angle these days, even if the idea of value is more complicated in reality). But there’s an important difference between them and other brands doing the same thing. Since their items are so basic and simple, on first blush they can seem indistinguishable from the thousands of other products online. Think of how the market for white t-shirts work – since t-shirts are mostly fungible, they compete on price.
Luca Faloni, the company’s founder and namesake, recognizes this. “We rely on word of mouth and repeat business,” he says. “Selling classic men’s shirts and knitwear on the internet comes with a lot of challenges, namely the customer can’t feel the materials. But we hope to offer such tremendous products, customers come back after their first purchase.” For Luca, this distinction on materials is paramount. He prides himself on using top-end Italian yarns, such as Cariaggi cashmere. In fact, the entire production process is done in Italy, from the yarn spinning to the cutting-and-sewing (although the fibers themselves are sourced elsewhere).
The collection here is simple and likely wouldn’t catch many eyes on Instagram. In today’s attention economy, wardrobe basics such as these can fly by our screens. At the same time, they also form the foundation of the “casual Italian” look that’s popular among men who are trying to find new ways of dressing down their tailored clothing, or wear slightly more refined versions of casualwear. Luca Faloni has slim-fit linen shirts, in both spread and band collars, then some brushed cotton equivalents for cooler days. These are single-needle sewn with mother-of-pearl buttons and crows foot stitching (typical for this price point). They also have some basic knitwear, including plain crewnecks and shallower v-necks, as well as linen shorts. The entire collection has that semi-resort vibe that’s common in Italian casualwear.
Keep reading