Page 108 - BFM F/W 2024

AS I SPEAK WITH DAVIDE BARONCINI — FOUNDER OF THE UPSTART Although online sales helped, one of Baroncini’s core philosophies is
menswear brand Ghiaia Cashmere — over Zoom, I can’t help but wish I were sitting in his Pasadena shop, chatting in person. Everything I’ve heard about the man suggests I’m missing out on the full “Davide experience.” He’d make me an espresso, maybe even cut me a Toscano cigar, and after a long, friendly chat, I’d likely leave having purchased a $1,200 cashmere sweater (and be quite pleased about it).
No coffee, cigars, or sweaters this time, but ever the loqua- cious founder, Baroncini’s charisma and passion are palpable, even through the screen. Waxing philosophically about life and business, with Ethiopian jazz playing in the background, it was easy to see why Ghiaia (pronounced ghee-i-ya) is one of the most talked-about
menswear brands of the moment.
An alumnus of the renowned Italian label Brunello Cucinelli, where he
played a key role in bringing the brand from its namesake’s vision to stores worldwide, Baroncini launched his own label from his kitchen table in 2019, initially offering a small selection of cashmere knitwear through wholesale partners. After receiving some unsold merchandise back from Neiman Marcus, Baroncini began selling online in March 2020 at his wife’s suggestion. “I thought it was the worst possible time to be selling anything; thank God for my wife,” he says.
that a physical presence still matters in fashion. With a background in sales and merchandising, it’s no surprise that much of the brand’s appeal stems from offering a physical experience that reflects the essence of the clothing. “I realized that while social media and online marketing have changed the landscape, the core of fashion — making clothes and connecting with people — remains the same. My first store was just 340 square feet, but in the first month that it was open, I sold more than I did the entire previous year. That didn’t shock me. People react to brands investing in their stores like it’s something surprising, but since retail has existed, this is what it’s all about.”
Late last year, Baroncini opened a larger store in a former Californian antique shop. This new location is a natural evolution from the original space, which could only accommodate a few clients at a time. Now, in-store purchases make up the majority of Ghiaia’s business.
Here, Baroncini’s exquisite taste shines through with terracotta-coloured floors, ceramic ashtrays, curated souvenirs, bric-a-brac, and coffee table books. Additionally, you’ll notice mannequins, which Baranchini deftly shares on his website and social media, becoming somewhat of a stylistic calling card that was originally a practical tool.
“If mannequins were all I could afford, then mannequins were all I had. Mannequins are all you get!” Baroncini says. With his extensive experience
108 BFM / FW24 STYLE / BRICK BY BRICK