By keeping things online, the Italian brand’s would-be overheads can go into making its that extra bit premium

Firmly committed to the philosophy of doing a small number of things extremely well, Luca Faloni is an Italian direct-to-consumer label, meaning it’s an online-only operation, with free next-day delivery in the UK and Italy. Through gradual word of mouth it has become something of a style insider’s secret in both countries. Focusing on the highest quality Cariaggi cashmere sweaters, beautifully cut brushed Italian cotton or linen shirts and cotton-piqué polo shirts, the collection is notable for its versatile range of colours – the browns and camel cashmeres are particularly useful – and for its affordability.


The label is the passion project of the eponymous Faloni, a former strategy consultant who quit the financial world aged 28, rented a car and travelled the length of Italy meeting suppliers. He fixed on his business model when he realised how much margin manufacturers, wholesalers and retailers add on top of the cost price – and decided to offer luxury products at better value than anyone else. Jumpers therefore start at £225 and shirts at £115.

Paul Croughton