A great article in the New York Times today on Brioni’s plans to put out t-shirts. This decision to create some casualwear seems to be quite a departure from the tradition Brioni has with dressing James Bond and all sorts of sophistocates for black tie events. Yet, at $250 a piece, these shirts still adhere to Brioni’s practice of creating beautiful items at a high price. As shockingly high as the price may seem to some, it makes sense, as tough times force even the wealthiest to pinch pennies. With the economy slow, casual items at $250 make sense for wealthy customers who are saving money by cutting down on $10k suits but still desire the cream of the crop in what they do decide to buy. Andrea Perrone, an exec at the company, says that he eventually wants jeans, polos, slacks and tees to be responsible for half of the company’s revenue.
The shirts display images of Brioni’s heyday — the La Dolce Vita era — with drawings of men clad in the company’s suits, or images of vintage Brioni labels. And frankly, we find them beautiful. Check out the Times’ article here.