An Italian menswear brand built entirely around a direct-to-consumer model, selling premium Italian-made cashmere, linen and cotton essentials at factory prices by cutting out traditional retail markup, with no seasonal sales to chase. Materials come from specific named specialists: cashmere and silk-cashmere from established mills, linen from one of Italy's oldest weaving houses, and full-grain leather from the tanneries of Santa Croce, Tuscany. Founder Luca Faloni built the brand on long-term relationships with the same regional artisans rather than shopping production around for the lowest price.