1. EREDI CHIARINI

Plaza Magazine UK & Europe - - STYLE - Via Roma, 16R, Firenze www.eredichiarini.it

Step­ping into Eredi Chiarini’s flag­ship store is like trav­el­ling back in time, to an old-fash­ioned gen­tle­man’s hab­er­dash­ery of­ten seen in the most el­e­gant streets in towns across Eng­land. It’s dif­fi­cult to grasp we’re in the re­nais­sance city of Florence. “Be­fore we be­gan ren­o­vat­ing in 1990 our mis­sion was to be­come a home away from home to our clients,” the Chiarini broth­ers ex­plain. The first shop was founded in 1970 on Pi­azza Bec­ca­ria, a square on the bor­der of Florence’s his­tor­i­cal cen­tre. Within ten years the fam­ily had es­tab­lished their brand to the point where it was recog­nised in­ter­na­tion­ally. The com­pany’s crown­ing glory was the open­ing of a new store, on Florence’s renowned boule­vard Via Roma. The walls are cov­ered in beau­ti­ful ma­hogany wood cab­i­nets, stacked with own-la­bel blaz­ers and suits but also lines by other ex­clu­sive brands, such as Ce­sare Attolini, Caruso and Mas­saua. In ad­di­tion to a wide range of shirts and ties de­signed in-house (avail­able in a seem­ingly end­less range of colours), there are hand­made English shoes, cash­mere socks, over­coats and care­fully se­lected per­fumes. Each gar­ment has that el­e­gant twist so of­ten as­so­ci­ated with Ital­ian fash­ion. The shoes and shirts im­ported from Bri­tain are the re­sult of a rig­or­ous se­lec­tion process. Although both are am­bas­sadors of fash­ion and of sim­i­lar size, Florence and Mi­lan are like chalk and cheese when it comes to the type of fash­ion they rep­re­sent. Mi­lan is filled with trend-con­scious shops show­cas­ing street-style fash­ion and avant-garde de­sign­ers. Florence, mean­while, fol- lows a more clas­si­cal line, and is in some sense more Ital­ian. This is em­pha­sised by Pitti Uomo, the bi-an­nual trade show ded­i­cated to men’s fash­ion. Buy­ers across the globe gather to be the first to find out about next sea­son’s men’s fash­ion. At Pitti Uomo, the tai­lored look is more of­ten than not run­ning the show. Eredi Chiarini de­cided to ex­pand the busi­ness a few years ago, adding brands such as Ralph Lau­ren, Mon­cler, Blauer and C.P. Com­pany, for a more mod­ern touch. “Young men have started to mix dif­fer­ent styles. Even those who are fans of tai­lored suits are prone to com­ple­ment the look with a con­tem­po­rary style over­coat. This is why we de­cided to broaden our range.”

Eredi Chiarini is lo­cated in an el­e­gant re­nais­sance storey in the mid­dle of Florence. Any­thing from made-to-mea­sure to con­tem­po­rary brands, in­clud­ing Ralph Lau­ren and C.P. Com­pany is avail­able.

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