Old Milan, new Milan. Investing in the future is possible, doing it in an era between lockdown and post-pandemic a bit more courageous, but possible if you focus on Italian craftsmanship of elegance. This is the idea behind the conservative restyling of the Vecchia Milano Perfumery, in via San Giovanni sul Muro, where one of the oldest historic shops in the city, born as a bottle shop of the Klutzer brothers at the end of the 19th century and then transformed into a luxury perfumery, he changed his clothes again without changing his clothes. The new one bears the name and brand of FG, Flanella Grigia, the historic symbol of men’s fashion that combines the Neapolitan tailoring tradition and the excellence of the artisan districts around Italy.
A welcome evening, among symbolic guests of the world famous Milan, officially kicked off the new adventure, in the sign of a city that has already restarted and has done so once again by combining its historical past with innovation and nice. Among the guests, Alberto Alemagna, heir to a name that is the history of the city, with his wife Alessia, Demetrio Albertini, the president of Banca Consulia, Cesare Castelbarco, the entrepreneur Fernand Droulers, and then Filippo Magnini and Giorgia Palmas, the ‘CEO of Camperio Sim, Alessandro di Carpegna Brivio, the marquise Marta Brivio Sforza. To welcome everyone, Domenico D’Angelo and Luca Luchetti, a consolidated duo of elegance rooted in Rome with the boutiques in Piazza del Parlamento and Villa Borghese. They had decided to invest in the shadow of the Castello Sforzesco already at the beginning of 2020. The lockdown, with the closures and the crisis in the sector, did not stop their dream and in partnership with Marcello Binda, CEO of Breil, here is the window on most modern city in Italy.
The shop has been left practically intact, albeit renovated, with the antique mahogany furnishings and the Old Milan inscription to give the sign of continuity. Among the stuccoes on the walls, columns, antique display cabinets, there is space for the novelty of tailor-made suits and a clothing line based on comfort, practicality and rigor. Unpublished fabrics by Zegna, Riva cotton shirts, footwear from the Marche masters, leather goods from Parma, Umbrian Tuscan knitwear, Biella yarns build a map of Italian refinement that resists every crisis. And the Corso Magenta area is thus enriched with a small pearl of good living, nestled between Castello Sforzesco, Teatro del Verme and Palazzo Litta, in a Milan that is starting up again.