Boggi Milano defines sprezzatura

But then the Italians have had a lifetime of practice to achieve that natural and unrehearsed appearance. Sprezzatura to the Italians is a kind of nonchalance, careless grace and seemingly effortless approach to all aspects of life, whether it is dressing up or tossing together a pasta. Yet presenting one’s self with an ease, spontaneity and finesse requires careful planning.

A big plus for Italians is that they have homegrown menswear brands like Boggi Milano to provide the wardrobe pieces and the fabric technology to make looking stylish even easier. This is a quiet luxury brand that may be unfamiliar to most yet is well known in Italy, where it was founded by Paolo Boggi in 1939. It was acquired by the Zaccardi family who are responsible for its incredible growth, with currently 235 stores in 61 countries.

So low-key is Boggi Milano that even Stores Specialists Inc. (SSI) president and CEO Anton Huang had not heard of it till he and his daughter Nikki came across the flagship store in Milan.

“It’s a cute story,” recalls Nikki. “I took a gap year between high school and college to immerse myself in the family business before going off to the States, and part of that was travelling around the fashion capitals of Paris and Milan. In Milan, my dad and I saw the Boggi Milano store, we walked in and we were like wait, what is this?

“My dad ended up buying a lot that first time around and then every time we’d go back to Milan, we’d go together and pick up more stuff. He’s been using Boggi over the years and really, really enjoys it. He’s a huge fan of the brand and his wardrobe is mainly Boggi. After that, we decided it would be a good idea to bring it here to the Philippines and share it with everyone.”

Cool shades of blue define Boggi Milano looks for men and women 

Nikki continues, “There are different aspects of the brand that cater to our lifestyle, it’s at a good price point and they have a really cool distribution of material that suits the Filipino customer. They have the really cool technical line called B-Tech and my dad loves that so much because of his love of motorcycling. The clothes are pretty cool, water-resistant and made of wrinkle-resistant fabric.

“So we’re really excited about Boggi and it wasn’t just ‘Oh, we think this would be a good idea.’ My dad had formed a genuine relationship with the brand. Then eventually, I started liking it so now I use Boggi also!” Nikki says this while wearing a Boggi men’s jacket, belted at the waist over a soft white dress for a tailored yet feminine look.

You could throw any of these pieces together and exude the Italian art of sprezzatura 

Rustan’s vice president for store development and expansion Michael Huang also loves the brand for its great fit. “I was introduced to the brand by my brother,” he says, “but I’ve seen it in all our different travels abroad for work. I love the clothes, the material’s really great. Their spring summer line is just perfect for our weather, the fabrics are thin enough so it’s not too hot, not too thick, not too warm. A lot of the people I know who are fans of the brand say it suits them very well. It’s that Italian style, the European style, the cuts are so much nicer and they contour to the body a lot better. The Italian style is very particular, the clothes are not too fitted or too loose. Boggi Milano has a lot for all different age groups, for the young customer and the more mature market. It’s great because it does not make you look too old, it’s classic and also modern.”

An all-around brand for men, this season focuses on “tech” shades — grays and navy blues, which are cool shades to look at and to wear. At the stores, located on the first floor of Rustan’s Makati and Greenbelt 5, the clothes are displayed in such a way that it’s easy to throw a look together. B-Tech, or Boggi Technology is a signature collection of synthetic materials that’s crease-free. Great for travel or work, B-Tech jerseys are made of cotton. It is lightweight and has excellent stretch. The quality of the fabrics used by Boggi is of the utmost importance, they are organic, recycled, avant-garde, and combined with styles to suit a modern lifestyle. A lot of intention goes into these clothes, and the absence of big branding means that they have to sell on the basis of versatility, style and fit.

The current bestseller is the Madison jacket, where you can remove the detachable gilet and hood to transform it into a blazer, allowing you to move from a sporty to a more formal look.

The brand focuses on neutrals, with no bright or loud colors. Formals make up 20-percent  of the collection and the rest consists of smart casual wear for every day. Every single occasion, from morning to lunch, from business to sportswear, is covered by jackets and polo shirts, slacks and sneakers.

Boggi Milano is one of the first brands to bring the technical material into the entire collection. By “technical” they mean materials that are not natural, and in the past, were used mainly for sports. In a changing world of uncertain climates amid the variety of roles men play, these kinds of materials provide unmatchable comfort as compared to more natural materials like wool.

Following Nikki Huang’s example, it’s not only the men who should be taking a look at the two Boggi Milano shops now open in Manila. The clothes are so stylishly versatile that they make the Italian art of sprezzatura easy for both men and women, in any season. — Vicky Veloso-Barrera