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What’s This About
Brands linked with Old Money style sell well-fitting tailoring, plain knitwear and classic shoes with little visible branding.
This guide describes 15 brands and what each is known for, such as:
Italian cashmere and tailoring houses such as Loro Piana, Zegna and Canali
Rome’s Brioni and the Paris tailor Cifonelli
Charvet, the Paris shirtmaker on Place Vendôme
Shoemakers from Northampton to Stockholm
How to judge fit, fibre and construction before you buy
and many more!
Treat the brands as examples and judge each garment on its own fit and make, not the label.
Key Points
01The brands are examples, not endorsements, and similar clothes are made at many prices.
02Many of these labels are expensive, so one good pair of shoes or one plain knit is a practical start.
03Before you buy, check the fit, the fibre label and the construction of each garment.
04A label says nothing certain about anyone’s income or background.
Old Money style is a contemporary label for classic, low-logo clothing: well-fitting tailoring, plain knitwear, good shoes and calm colours.
The 15 brands below are examples often linked with the look, from Italian cashmere houses to Swedish shoemakers, with what each is known for and the facts we could check.
They are not endorsements or a required shopping list, and many of them are expensive; similar clothes are made at many prices.
Neither a label nor a price guarantees fit, comfort or durability, and the clothes say nothing certain about anyone’s income or background.
1. Loro Piana
Loro Piana was founded in 1924 in Quarona, northern Italy, by Pietro Loro Piana, from a family that had traded in woollen cloth since the early 19th century.
LVMH announced a majority stake in the company in 2013.
It is best known for cashmere knitwear, fine wool and cashmere outerwear and soft suede loafers.
Its prices are among the highest in menswear, so a single cashmere jumper is the usual first purchase.
2. Ralph Lauren Purple Label
Ralph Lauren Purple Label, established in 1994, is the highest-priced menswear line from the American company Ralph Lauren founded in 1967.
The line is known for tailored suits, sports jackets and cashmere overcoats in a classic American and English style.
The wider Ralph Lauren range, including Polo Ralph Lauren, sells a similar look at lower prices.
3. Brunello Cucinelli
Brunello Cucinelli is an Italian company launched in 1978 and known above all for cashmere knitwear.
It also sells soft, relaxed tailoring, such as unstructured blazers in muted colours, which suits a smart-casual version of the look.
4. Brioni
Brioni was founded in Rome in 1945 by Nazareno Fonticoli and Gaetano Savini, and is known for tailored suits, dinner suits and made-to-measure tailoring.
The house dressed Pierce Brosnan as James Bond from GoldenEye (1995) onwards and Daniel Craig in Casino Royale (2006).
5. Canali
Canali was founded in 1934 in Lombardy, northern Italy, by the brothers Giovanni and Giacomo Canali.
It is known for Italian tailoring, such as suits and sports jackets, and for knitwear that layers easily under a jacket.
6. Zegna
Zegna began in 1910 as a wool mill in Trivero, in the Piedmont region of northern Italy, and still makes cloth as well as clothes.
It is known for wool suits and for cashmere knitwear.
The name Oasi Zegna belongs to a nature reserve the company created in 1993 in the Biellese Alps, not to a source of cashmere.
7. Pini Parma
Pini Parma describes itself as an Italian menswear brand whose clothing is 100% made in Italy.
The brand describes its tailoring as having soft shoulders and generous lapels, and it also sells knitwear, shirts and suede shoes.
8. Luca Faloni
Luca Faloni sells cashmere knitwear and linen shirts in plain colours, the kind of quiet basics that suit the look.
Check the product page for fibre content and country of manufacture before you buy.
9. Aurélien
Aurélien describes its range as made in Italy and Europe and its pricing as below the luxury houses.
It is known for suede driving shoes and loafers, including its Yacht Loafers, and for knitted and cashmere polo shirts.
10. Morjas
Morjas was founded in Stockholm in 2017 and sells handmade shoes, including loafers, monk straps, Oxfords and boots.
A pair of dark brown suede loafers or black monk straps covers many smart and smart-casual outfits.
11. Myrqvist
Myrqvist is a Swedish shoe brand that began in 2016 with the stated aim of making classic footwear at a reasonable price.
It sells Oxfords, loafers and plain leather trainers.
12. Velasca
Velasca is an Italian shoe and clothing brand whose stated aim is “Italian style, made to last”.
It is known for loafers and boots, which suit the casual side of the look.
13. Cifonelli
Cifonelli is a tailoring house now run by Lorenzo and Massimo Cifonelli, offering bespoke and made-to-measure tailoring in Paris and London as well as ready-to-wear.
Its tailoring is known for a distinctive shoulder and a cut of its own, which differs from the English cut of Savile Row tailoring.
14. Charvet
Charvet is a Paris shirtmaker founded in 1838 by Joseph-Christophe Charvet, and its shop has been at 28 Place Vendôme since 1982.
It is known for bespoke and ready-made shirts and for silk ties in a wide range of colours and patterns.
15. Edward Green
Edward Green was founded in 1890 in Northampton, England, and is known for formal shoes such as Oxfords, Derbies and loafers.
The company makes a relatively small number of shoes each week with a high level of handwork.
How to use this list
You do not need any of these brands to dress in this style, and a practical start is one good pair of shoes or one plain knit, building from there.
Before you buy, check the fit, the fibre label and the construction, and compare the price with similar garments from other makers.
The look changes by country: our guide to British aristocracy style covers the English version, with more tweed, corduroy and country colours.
Three outfits using these kinds of clothes
Wear: a navy suit, a white shirt, a dark silk tie and dark brown Oxfords for a formal day.
Wear: a soft unstructured navy or grey jacket, a cream cashmere jumper, grey wool trousers and brown suede loafers for smart-casual occasions.
Wear: a knitted polo, stone linen trousers and suede driving shoes for a warm weekend.
Find your style with The VOU
Two of The VOU’s quizzes can help you choose clothes and colours, and neither is required to wear the outfits above.
Check your body shape with the body shape quiz for men.
Find your seasonal colours with the seasonal colour quiz for men.
If you would like personal help after the quizzes, you can book paid consultations with The VOU’s stylists, including a fashion style analysis for men.
Sources
LVMH, All about Loro Piana (founding and the 2013 stake).
Wikipedia summaries used as an index for founding dates: Loro Piana, Ralph Lauren, Brioni, Canali, Zegna, Charvet and Edward Green, read 7 October 2026.
CNBC, Brunello Cucinelli profile, 14 June 2019.
Brand websites read 7 October 2026: Pini Parma, Aurélien, Morjas, Myrqvist, Velasca and Cifonelli.
Mandy Meyer’s focus at The VOU is men’s body-shape styling, garment fit and outfit proportions. Her coverage addresses the practical questions behind a wardrobe choice: how a jacket sits across the shoulders, how trousers fall and how different cuts change the silhouette a wearer wants to create.
Her subject areas include the triangle, inverted triangle, rectangle, oval, trapezoid, hourglass and diamond labels used in body-shape styling. These provide starting references for comparing visible proportions; they do not capture every body or prescribe one correct way to dress. The focus connects those observations with garment shape, construction, length and the relationship between the upper and lower parts of an outfit.
Mandy’s editorial coverage combines visual comparisons with fit checks for comfort and movement. Readers can consider whether a cut gives them the room they need, where clothing pulls or gathers and which changes might support their preferred look. The aim is to make menswear choices more understandable while keeping personal preferences and the wearer’s own styling goals central.