Italian menswear label Luca Faloni pops up in Notting Hill

“In The Hood” puts speciality cashmere and linen in the frame

Luca Faloni navy blue cashmere hoodie, £265
Luca Faloni navy blue cashmere hoodie, £265

Usually its fine cashmere and linen menswear items are only available via the click of a mouse, but from October 20 to November 11, Italian brand Luca Faloni will host a pop-up in Notting Hill. The shop, called “In The Hood”, will showcase Brera polo shirts (£110), cashmere polo sweaters (£245) and brushed cotton shirts (£125), as well as its vegetable-tanned travel bags (£675) and other accessories.

Luca Faloni light blue brushed cotton shirt, £125
Luca Faloni light blue brushed cotton shirt, £125

As the pop-up’s name implies, it’s the cashmere hoodies (£265) that steal the limelight, the eponymous founder being a firm believer that the hoodie is now a stylish menswear staple. “The line between formal and casual has shifted in the last few years,” says Faloni. “Small twists in design or fit and the use of more refined materials can completely change the perception of a product; for our hoodie we removed casual details, like zips and pockets, and created a more fitted silhouette. The end result can be worn over a shirt for a more formal look, or as a smart and comfy item for travelling.”

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A display of historical photographs of the featured pieces provides a quasi gallery experience, and shoppers are invited to linger over an aperitivo from the temporary bar, Torino. “I‘ve always believed that the retail experience should not be only about selling, but also about entertaining,” says Faloni.

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