Not lengthy after that, two issues occurred: he moved to New York with SuitSupply, the place he met Pia; and he took a job with Italian tailoring titan (and aspirational way of life king) Brunello Cucinelli. Cucinelli’s operation is famously primarily based in Solomeo, Italy, and Baroncini spent a number of years there earlier than shifting to California with Pia and beginning up Ghiaia out of their storage in Venice. Ultimately they’d marry, transfer into Pia’s childhood residence (therefore the Pasadena of all of it), and have a child daughter.
He began with a tightly curated vary of sweaters—crewneck, V-neck, quarter-zip, full zip, and scarf collar, out there in a number of materials and colours. Baroncini styled the sweaters on old style mannequins, supplementing them with classic pulls from his personal closet. “I used to be utilizing, clearly, my garments, placing my model in several corners of the home,” he remembers.
The mannequins instructed a narrative. This one’s heading to the seashore. That one’s acquired a giant assembly right now. This one’s simply again from a bagel run. That one’s acquired a set of classic vehicles. They allowed for a sure diploma of projection, too. Generally placing garments on a mannequin solely underscores the distinction between you, common joe, and the good-looking hunk paid to make garments look good. Placing them on a faceless model allowed prospects to move themselves into the nice life it appeared to characterize. “My model may be any man,” Baroncini says.
In a method, the mannequins have been typically too efficient. Prospects began writing in, asking if they might purchase, say, the pants from one outfit. “I don’t promote pants,” Baroncini would reply. What in regards to the footwear? “I don’t promote footwear. If you would like, I can inform you the place I purchased them, however that’s not the purpose.”
At first this made him mad: why weren’t individuals being attentive to the sweaters? His spouse helped him perceive: “No, that is information. They ask you a lot about this pant, let’s make a greater pant. They ask you a lot in regards to the shoe? Make a greater shoe.” With time, the model grew; Ghiaia now sells absolutely anything Baroncini can suppose to placed on a model. “Just about at this level, I can costume the mannequins with all Ghiaia garments,” he says. “Ghiaia footwear, Ghiaia socks, Ghiaia pants, Ghiaia shirt, Ghiaia sweater.”
A number of days after we meet at his retailer, Baroncini invitations me over to his place for lunch. He’s acquired a tomato sauce occurring the range, and boils a pot of water to make us a pasta lunch. He pours us tumblers of orange wine and we head out to the yard to eat.