Robb Report (USA) - - DEPARTMENTS -

Work W turtle­necks and vel­vet jack­ets ja into your wardrobe.

IF YOU’VE E BUMPED into Jeff Be­zos lately, ely, you’ve prob­a­bly no­ticed his wardrobe oneeighty. Once nce a rum­pled nerd in baggy chi­nos, th­ese days the Ama­zon bil­lion­aire can pull off a fine suit as well as any fas­tid­i­ous s in­vest­ment banker. Tai­lored to frame the bi­ceps just so, bold old with a cut­away col­lar and d a slick Wind­sor knot at the he throat, his look ex­udes power, ower, wealth, and a metic­u­lous us at­ten­tion to im­age that his old ld Gap-wear­ing self wouldn’t rec­og­nize.

It’s all l part of a wider sar­to­rial shift that’s hap­pen­ing in Sil­i­con icon Val­ley. Tech ex­ecs are trad­ing in their dorm-room om duds—you know the look: hood­ies, gray Ts, di­sheveled ed jeans—for fine fab­rics, cus­tom us­tom tai­lor­ing, and sharper per fits. What prompted d the change in style? Per­haps rhaps they sim­ply grew up and learned to ap­pre­ci­ate te qual­ity ma­te­ri­als. Or maybe e it’s be­cause lux­ury brands ds like Brunello Cucinelli and Ki­ton have noted that at those Sil­i­con boys are sharp­en­ing up, and have tai­lored their of­fer­ings ac­cord­ingly.

Ki­ton’s ’s CEO, An­to­nio De Mat­teis, eis, an­swers their prayers with softly structu struc­tured, light­weight cash­mere and 40-mi­cron wool jack­ets wi with nat­u­ral stretch. “Th­ese are guys who are pre­cise in what t they want,” he ex­plains. “Th “They want less struc­tured jac jack­ets and trousers that fit and feel like a fa­vorite pair of je jeans. But they still want cr crisp white shirts, and late lately they have been buyin buy­ing a lot of neck­ties.”

Cu­ri­ously, tech’s fas­cif na­tion with lux­ury fa fash­ion has made Brunello Cu Cucinelli him­self a man ab about town in Sil­i­con Val­ley Val­ley. He has been the sur­pris­surpr ing force be­hind som some of the in­dus­try’s in­dus­try most iconic lo looks from the past: past

His was the la la­bel in­side Steve J Jobs’s sig­na­ture black turtle­necks, which he de­liv­ered in cus­tom batches, and he does the same thing with Mark Zucker­berg’s cus­tom gray T-shirts. Be­zos’s new look, which is heavy on ul­tra-soft cash­mere jack­ets and lux­u­ri­ous leathers, is also largely owed to the de­signer. And in this in­dus­try, when the ti­tans gaze upon you with fa­vor, you quickly reach rock-star sta­tus: Cucinelli has been in­vited to speak at Dream­force—the an­nual Sales­force mo­ti­va­tional con­fer­ence—twice (!) and in 2017 took the stage for an event billed as a fire­side chat with Sales­force founder Marc Be­nioff, who wore a pin­striped navy suit made of rare vicuña (one guess as to whose name was on that la­bel).

Pin­stripes aside, Sil­i­con Val­ley’s new look is largely

The money-mon­ey­mak­ing po­ten­tial of Sil­i­con Val­ley’sVa new at­ten­tion to fash­ion can’t c be un­der­stated.

Back in the day, Be­zos’s look was bookish at best.

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