In an industry addicted to hype, novelty and the next thing, Luca Faloni has built his name on a more civilised proposition: clothes that do their job beautifully, then keep doing it for years.
Born in Turin and trained not at a fashion house but in the analytic trenches of Bain & Company, Faloni launched his eponymous menswear brand in 2014 with a simple idea: take authentic Italian craftsmanship, remove the traditional luxury mark-up, and sell directly to men who know the difference between style and theatre.
The result is a wardrobe of elevated essentials – linen shirts, cashmere knitwear, suede overshirts – made in Italy, designed to outlast trend cycles and boardroom buzzwords alike.
Here, the founder explains why good taste is about buying fewer, better things; why the Portofino Shirt remains his benchmark; and why the future might yet involve AI, restaurants, or perhaps both at once.
Square Mile: What first sparked your interest in fashion design?
Luca Faloni: I saw the opportunity for the direct-to-consumer model to bring authentic Italian craftsmanship to customers around the world at a much fairer price. That was the idea that started everything. The products came naturally from there.
SM: Were there any specific experiences at Bain that gave you the confidence to launch your own brand?
LF: Consulting teaches you how to analyse problems, prioritise, work hard and find practical solutions. Those skills have been invaluable in building the business.
Starting a company is essentially one long problem-solving exercise, and my experience at Bain gave me a strong foundation for that.
We don't chase trends or seasons; we focus on creating beautifully made products
SM: How would you describe your brand’s DNA?
LF: Exceptional materials, timeless style, true Italian craftsmanship and uncompromising quality. We don't chase trends or seasons; we focus on creating beautifully made products that customers can enjoy for many years.
SM: Where do you go for creative inspiration?
LF: I don't really look to fashion for inspiration. I'm more interested in observing how men actually dress and live today. I look at timeless wardrobes, travel, architecture and, most importantly, our customers. Our goal isn't to reinvent menswear, it's to perfect the essentials that men wear every day.
SM: Which collection or item felt like a breakthrough moment for you, and why?
LF: Without a doubt, our Portofino Shirt. It's the product that really put us on the map internationally. I genuinely believe it's the best men's shirt on the market. It perfectly represents everything we stand for: exceptional Italian craftsmanship, the finest materials, timeless design and everyday versatility.
Luca Faloni Portofino shirt in rust, £175, lucafaloni.com
SM: What’s a detail you obsess over that most people wouldn’t notice?
LF: Every product has its own details, but if I had to choose one, it would be the angle of the collar opening on a men's shirt. It's a small detail, but it completely changes how the shirt frames the face and how elegant it looks, whether worn on its own or under a jacket.
SM: What do you think the fashion world gets wrong right now?
LF: I think the industry has lost sight of what really matters. Prices have become disconnected from the intrinsic value of the product, brands rely on constant new collections, excessive storytelling and endless discounting. I'd rather see the focus return to making exceptional products that people genuinely want to wear for many years.
SM: How has your approach to design evolved with changing consumer attitudes?
LF: We've introduced more casual pieces because people increasingly want clothes that work across different moments of the day. The collection is designed to be versatile enough for work, travel and leisure, allowing customers to build a permanent wardrobe rather than buying for individual occasions.
David Coultard wears silk-cashmere polo shirt, £345, lucafaloni.com
SM: What does Italian craftsmanship mean to you beyond the marketing shorthand?
LF: Italian craftsmanship is about people. The artisans we work with have often spent decades perfecting their craft. They understand the small details that make a fabric perform better and a garment last longer. There is patience, precision and pride in everything they do. Things aren't rushed, and I believe that's why products made in Italy have a different quality: you can genuinely see and feel the difference.
SM: Which designers – past or present–— do you most admire?
LF: Ralph Lauren, particularly Purple Label. I've always admired the way they've created a complete lifestyle around the brand, combining design with effortless elegance. The pieces are sophisticated without feeling overly formal, and they're designed to be enjoyed for many years.
SM: Is there one item in the Luca Faloni wardrobe that best represents the brand’s philosophy?
LF: The Portofino Shirt is still our signature piece. From the newer products, I'd choose the Suede Overshirt. It's made from an exceptional suede, it's incredibly easy to wear, and I think it's one of those pieces you'll still enjoy in ten years' time.
David Coulthard wears suede overshirt in midnight blue, £1,125; denim jeans in classic blue, £150; cashmere-cotton T-shirt in white, £125. All made in Italy, available from lucafaloni.com
SM: What’s the item in your wardrobe you could never part with?
LF: Honestly, I couldn't choose just one. Every product we've introduced exists because we believe it fulfils an essential role in a modern man's permanent wardrobe. Different occasions, seasons and moments require different pieces, so I wouldn't want to be without any of them.
SM: How has your own style changed since launching the brand in 2014?
LF: Ironically, I spend much less time thinking about what to wear. I simply reach into my wardrobe and everything works together. That's exactly the experience we want to create for our customers: a wardrobe that removes complexity rather than adding to it.
SM: What’s the most out-there idea you’ve ever had… and did it make it into production?
LF: We don't really chase unconventional ideas for the sake of being different. Our goal has never been to create products that make headlines but never get worn. We focus on timeless, understated clothing that people genuinely enjoy wearing for years.
We focus on timeless, understated clothing that people genuinely enjoy wearing for years.
SM: What’s your biggest fashion faux pas – what do you hate to see?
LF: Ties. I genuinely don't like wearing them; I always feel like they stop you from breathing. Personally, I think traditional formalwear has become far less relevant to the way most people live today.
SM: What does good taste mean to you?
LF: Good taste is about buying fewer, better things. It's choosing products because they're beautifully made and timeless, not because they're fashionable or covered in logos. If you still enjoy wearing something ten years later, you've made the right choice.
SM: If you weren’t doing this, what would you be doing instead?
LF: If I were starting from scratch today, I'd probably build an AI company. It's one of the most exciting industries right now. Otherwise, I've always thought it would be fun to build a restaurant group.
For more information, see lucafaloni.com
