Choosing a Brand

This all started about 10 days ago in Florence, Italy.

And since then I have made some important choices about what brands I want to wear — and what brands I should not.

The brands I am choosing not to wear is roughly defined by this list:

  • Dolce & Gabbani
  • Louis Vuitton
  • Gucci
  • Tommy Hilfiger
  • Armani sub-brands like Armani Exchange or Jeans
  • Ferragamo
  • Hugo Boss

Those brands have their own looks and feels: too young, too branded, too generic, too cheap, too old, too many logos etc.

I have nothing against those brands, and some of the clothing was very well made. But after several afternoons of browsing I am certain they are not what I want to wear just now.

The brands I am choosing as my “home brands” is better defined by this short, short list:-

  • Giorgio Armani for clothes
  • Prada for shoes

The key reasons behind these two choices are simple:

  • Almost everything I saw at the Giorgio Armani shop was understated, muted, but still just looked and felt amazing. So many pieces I could have bought…
  • I think that Prada makes the best shoes I ever saw in my life — just different thinking about how shoes should look.

The combination just feels right to me.

From now on, whenever I buy clothes, they will be from those brands, and those brands alone.

Whatever it costs and wherever I am, I will become Armani Man.


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