“Our customer is a man who keeps coming back season after season because he doesn’t have to think.” That take on Boglioli from one of its reps at its bustling Pitti stand today made pretty powerful sense. Arrayed around us was a broad selection of the house’s signature K jackets, most barely shirt-thin, hanging from hooks rather than a rail, the better to show how softly fluid their minimal construction makes them. They came in a new gray check lambswool, a series of checked brushed cottons, in a cashmere mix, and more. Sometimes they came with a matching pant, but only rarely.
The side salads to the K-flavored main dish included garment-dyed needle corduroy shirting, some velvet evening jackets and pants, and a discreetly striped cashmere hoodie. All of it was attractive if you like that sort of thing, and many do: The rep said their U.S. clientele runs from 18 to 80 and often includes several generations of the same family. This is classic Italian menswear of a lustrously sporty style—ultra-prep—that will endure. “Ours is uncomplicated fashion,” observed my Boglioli guide: “We do what we do very well and our customers really respond to it.” Which is fair enough.
