Since 1939, Boggi Milano plans and designs contemporary men’s fashion, taking care of every single aspect, from production to distribution, in order to offer and spread its own style and quality. BOGGI Milano store in collaboration with Maserati invited Mr. Pietro Rizzi – Head of the Product Department of BOGGI Milano and presented a comprehensive display of the Italian fashion designer’s work and life. The BOGGI Milano collection highlights the defining elements of brand’s mission, and the significant influence it has had on fashion and the way we understand menswear.
Constantly developing internationally, Boggi Milano evolves at the same time the completeness of its services, from reception to providing its expert advice, advising every client for his best, and professionally addressing him, aiming at satisfying every image concern he may have.
Q: How would you describe BOGGI in 3 sentences?
PR: BOGGI is a formal brand. Formal means being into tons of details. We tried to invest a lot – in terms of design, models, fabrics and we invest a lot in prototypes in order to arrive at the correct product. The rest is hard work in the back side of the brand. Variability in design is fundamental for us as well. Next, of course, we choose all the fabrics from the best supplier, where they make exclusive fabrics designed just for us, just to give an exclusivity also for our customer. The collection is huge in terms of the number of “esquisse”, Boggi Milano dresses contemporary men: references from the past and visions of the future, tradition and innovation merge in its current style, generating the elegance of the present.
Q: Spending 18 years with the renowned fashion house Ermenegildo Zegna, how did your life change moving to Boggi?
PR: It was a big challenge for me, absolutely. Now I am about 10 years with BOGGI, We improved in terms of image, in terms of quality, and now we have 130 shops around the globe. And this changed our mentality towards collection – we have to see our collection in 360 degrees and if you compare with the past – 10 years ago there were about 50 shops but mostly in Italy, now the vision of the collection is totally different.
Q: Where does your core inspiration for the product development come from?
PR: One part is coming from Zegna, it was for me a very strong school – as it was like a foundation. In this company as you can see you have a holistic view on the production, starting from the base, arriving at the final production. The silk used to be considered as feminine fabric, now when we carefully study collection, we use different exclusive fabrics made of fine merino wool or cashmere, silk, thin yarn that are soft to the touch and malleable, whose softness is reflected in the perfect pattern combinations in order to achieve more attractive look but at the same time maintaining a very good performance.
Q: What are the essential tools for a product development?
PR: It is important to maintain the correct price and high quality, and also raising an awareness on contemporary style inside the collection. Being contemporary and feeling at ease in every situation. This is what are aiming at and achieve men who choose to share Boggi’s sober taste, made of precious balance and bound to highlight the quiet strength of normality, expressing without ever exceeding. For instance, this market is keen on tuxedos, and in this case, we make a special collection of tuxedo, we consider that this part of the world needs this kind of attention and exclusivity.
Q: How does BOGGI differentiate as a brand positioning in different continents?
PR: The positioning of the brand is kind of similar everywhere, but in few countries the brand is much more close to luxury. But the luxury with a democratic price. Now people like being stylish but not spending a fortune. We are known for our excellent quality/price ratio, which makes customers feel at ease in our stores.
Q: What would you like to achieve with BOGGI in the future?
PR: In future inside this group I hope to increase the number of shops around the world including the USA and China. (We have already shops in Singapore, Hong Kong, and Macao) but there are a few continents that we have not approached yet.