Chiarugi

Brand of linen and shirts, created during the 1960s by Dino Chiarugi. About twenty years later, his son Sergio Chiarugi became head of the company, supported by his wife Stefania. Its style, very close to outerwear, has attracted several griffes in search of a reliable partner to whom it could entrust the manufacture of underwear and beachwear. The first one of them was Guess, with an initial license signed in 1996, following which there were several others, including one with Emilio Pucci, which along with Chiarugi returned to the historic prints found on bikinis and “external” corsetry. But the soul of the company has remained in the historic brands which today still account for 60% of the turnover: Chiarugi, the top in its sector, characterized by great stylistic research; D, the initial of the early brand Doreal, which embodies the essence of women’s underwear; and Nomade, a Collection for the youngest spirits. Their secret for success lies in the use of materials not traditionally associated with underwear, but with very precise guidelines: to offering products with a certain degree of luxury at a cost that is affordable, and not impossible. Therefore, in the Chiarugi vision, a beach robe can be a piece of floating lace under a maxi Alcantara belt; a bra becomes a cubist metaphor built on color geometries; a bikini epitomizes in tiny sizes laser cuts and pre-washed denims.