DORIANI CASHMERE: LA STORIA DI UN MARCHIO
The Doriani brand has two generations behind it that have made style and the most sought-after quality the main entrepreneurial values.
In the 1930s, the first company specialized in the production of elegantly refined belts and braces; creative enough to identify particular patents, designed to make the products of its collections unique and more functional; an example are the belts and suspenders designed for the Navy, equipped with an amphibious container, absolutely waterproof, to house the smoking necessaire.
The second generation is the one that instead gave birth to one of the first clothing companies specialized in the production of outerwear: coats, raincoats, suits, for men and women, with distribution in 24 owned stores scattered throughout northern Italy.
Those were the postwar years, the company was called STORM and was among the few, if not the only one in clothing, to participate in the Milan Trade Fair with its own stand as evidenced by the numerous photographic images that still exist.
The first of the 24 shops was in Milan in via Manzoni, developed on several floors, characterized by an extremely elegant atelier atmosphere, furnished with fine antiques, antique Persian carpets and porcelain.
The success of STORM comes thanks to a product of great quality and style and an innovative distribution formula: the chain of single-brand stores, now chosen all over the world even by the largest companies and fashion stylists.
A series of vicissitudes led to the decision to close the production branch of STORM to maintain the commercial part by restructuring it.
We are in the 70s and the third generation decides the new company direction; the DORIANI brand dedicated to male elegance is created for a clientele of the highest level.
In absolute contrast to the market, which at that time presented an overcrowding of Anglophile-inspired men's fashion brands, the DORIANI brand, absolutely Italian, signs collections of skilled, outerwear, trousers, shoes, ties but above all large knitwear lines , mainly in cashmere, sold exclusively in their stores. This vocation to fine knitwear, produced by the company's laboratories, becomes the core business of the DORIANI brand and today constitutes the most important slice of its turnover.
The turning point came with the opening of the DORIANI store in via Sant'Andrea in Milan, in the heart of the fashion district; followed, in chronological order, by the shops in Forte dei Marmi, Santa Margherita Ligure, Portofino, Venice inside the Hotel Cipriani and the most recent in Monte-Carlo.