Brunello Cucinelli: Luxurious Italian casual

I was at Holt Renfrew (Bloor St, Toronto) last week and they happened to have a special presentation from the Brunello Cucinelli label. A few of the Cucinelli New York people were displaying the brand and taking special orders. It was easy to spot the guys, as they were wearing typical Brunello Cucinelli wear: grey cashmere zip up cardigans, blazers, cotton pants (rolled up at the bottom) and beautiful suede shoes.

Brunello Cucinelli is a luxury Italian brand specializing in casual wear. The image portrayed by the marketing campaigns is Italian aristocracy. I guess BC is what you wear if you're invited to a picnic at a castle in the Italian countryside.

The funny thing about the label (which is also true about other luxury Italian labels such as Isaia) is that while it gives off the impression that it's been around for hundred of years, it isn't actually that old (I think it's about 25 years old).

Not that it makes a lick of a difference. I've been a big fan of the brand ever since it really started to sprout like mushrooms a few years ago in almost every North American upscale men's store. The brand has to be giving similar but more established brands such as Loro Piana a run for their money.

A quick primer about the key features of the men's clothes:

• First and foremost-- cashmere. This is the true hallmark of the brand, and really all luxury Italian brands. The collections specialize in luxuriously soft cashmere sweaters and jackets.

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• Casual: Though some suits appear to be available, the main focus of the brand is on casual wear such as vests, sweaters, rugby style shirts, blazers with suede elbow patches, etc.

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• Layering: The looks promoted by the company really empathize layering, almost always involving some sort of casual sweater (somewhere underneath).

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• Understated colours: Don't expect too much cobalt blue or leopard prints. Almost all the colors all earthy tones, usually lots of gray.

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• Suede shoes: This a new feature that was introduced to me that day at Holts. I don't think they're available yet in stores in Canada but the brand is now marketing a slew of suede shoes with rubber soles. Some of the shoes are plain desert boots, while others have a brogue pattern. I'm generally not too keen on shoes with rubber soles, but I think I can make an exception for these beauties. I would however be a bit weary about paying too much for a shoe with a rubber sole.

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• Luxurious: Oh, have I mentioned "luxurious" yet? Only about 30 times! All this silky smooth cashmere comes at a hefty price. Cashmere sweaters easily go for over one grand.

-The Scandal