Genius of the land
Penne is Brioni and Brioni is Penne. With its cobblestone streets, dramatic castle, enchanting landscape, and its long winters and quiet summers, this calm town in the Abruzzo region provides the perfect environment for craftmanship and dedication. Penne is home to the heart of the Italian men’s tailoring tradition. In fact, tailoring has always run in the blood and in the unsurpassed manual expertise of Penne’s population. In 1959, Nazareno Fonticoli – one of Brioni’s founders and among Rome’s most renowned tailors – and his business partner Gaetano Savini pioneered the idea of prêt-á-couture, creating a tailoring atelier of industrial proportion in Penne. For this ambitious endeavor, Fonticoli cogently opened it in his hometown, gathering the most skilled of the local tailors. They christened it Brioni Roman Style, with its Roman perspective and endemic Abruzzian values.