FrontRunners: In Bed with Brioni

<< Back to Robb Report, August 2002

Brioni is best known for its impeccably tailored suits, but it’s possible to go from the boardroom to the bedroom without sacrificing any sartorial style in the transition. Taking its cue from Umberto Angeloni, the company’s impeccable chairman who always wears custom-made pajamas to bed, Brioni introduced sleepwear in 1995 when the company acquired the Milan haberdasher Ciceri. Brioni applied the handiwork found in Ciceri dress shirts to an extremely limited collection of fine cotton and silk satin pajamas, as well as cashmere robes.

Angeloni says that over the past seven years the collection, which is priced from $275 (cotton) to $775 (silk) for pajamas to $1,700 for a cashmere robe, has become something of a sleeping giant. So much so, in fact, that this summer Brioni (888.778.8775) plans to broaden its bedtime offerings to include as many as 50 different fabrics and patterns.

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