LONDON — Boglioli, the Italian menswear brand known for its deconstructed, garment-dyed jackets, has opened its first U.K. store as an alternative, and an homage, to British tailoring.
The store, at 76 New Bond Street, is located in the space formerly occupied by French label Anne Fontaine. It’s a corner site with five windows, and roughly 1,300 square feet of selling space.
Francesco Russo, president and chief executive officer of Boglioli, said in an interview it was the right time for the brand to have a home of its own in the British capital.
Boglioli already sells at Trunk in Marylebone and Mr Porter online, with U.K. customers also buying their tailoring clothing via the brand’s website. In the past, Boglioli has also done pop-ups at Harrods and Joseph, both of which were a success.
Russo believes the new store will be a good fit because “London is a city where people love to dress well, and they don’t necessarily like to show off big brands and logos. Our soft tailoring may be different from Savile Row, but it’s authentic, high-quality and offers value for money.”
