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Tailor Nazareno Fonticoli & socialite Gaetano Savini founded one of Italy’s most iconic fashion brands in Rome, 1945. The pair wanted a name that would evoke both the ultimate in luxury, as well as being short and memorable for the American, fashion-forward men they were targeting. They chose “Brioni” — a small island off the coast of Croatia (once owned by Italy), that was playground to the rich and famous.
Fonticoli’s sartorial skill and Savini’s social networking prowess proved to be a potent one-two punch that rocked the boxy Ivy League sack suit, and stuffy Savile Row, back on their heels. Their reputation and legend grew strictly by word of mouth, as Hollywood’s biggest stars (Gary Cooper, Cary Grant, Henry Fonda, and John Wayne to name just a few) became faithful customers and highly visible spokesmen for Brioni– a brand that would not see the need or desire to advertise in the traditional sense until some 40+ years later.
Along the way, they set the gold standard by preserving and innovating the art of fine Italian tailoring. In 1978, Brioni opened what is now one of Italy’s most highly regarded tailoring schools– offering a four-year program that not only keeps Brioni’s own talent teeming, but also the world’s best fashion houses and clothiers. Bravo!
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Brioni Roman Style S.p.A. co-founder, Gaetano Savini with handsome Hollywood icon, John Wayne.
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In 1960, the young tailor from Abruzzo and the entrepreneur from Umbria made their mark as the world’s ambassadors of Italian Sartorial excellence. Brioni melded ancient sartorial principles with modern industrial organization, thus staying ahead of evolving fashion trends and technology. via
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The Selvedge Yard 