So for a label pitching towards that very same sector of the menswear market, opting for a classy Italianesque brand-name probably seemed like a pretty rational thing to do.Ĭonsider, for example, Adolfo Dominguez, another Spanish label that started life in the 1980s: despite offering genuinely high-end products and having a strong presence internationally, this is not a brand that is often mentioned in the same breath as, say, Armani, Prada, or Gucci etc. Indeed, when Dutti launched in the mid-1980s, this was the peak of Giorgio Armani’s fame and dominance of the global fashion industry. Similarly, Hong Kong jeans brand Faccia di Culo trades on Italy’s association with sexy sophistication and high-end fashion to impress its unsuspecting customers while simultaneously insulting them unawares: the brand’s name literally means “ass face” in Italian.Īlthough Massimo Dutti is not quite on that level, the fact that this entirely Spanish brand chose to go into business with an Italian-sounding moniker – despite there being nobody with the name Massimo anywhere in sight – was no doubt a decision based on this same association of all things Italian with sexual allure and elegant clothing design. In 1988 comic crime caper A Fish Called Wanda, Kevin Kline turns Jamie Lee Curtis into a raging nymphomaniac merely by reeling off a list of cheeses and other delicacies in a psuedo-Italian accent (“Mozzarella, Parmigiana, Gorgonzola…”). A Brief Review of the Massimo Dutti Brand But what’s their quality of construction like? Is the cloth any good? How do they fit? And just who is “Signor Dutti” anyway? Read our review for answers to these and many other pressing sartorial questions. Massimo Dutti suits are becoming more common in the used luxury clothing market.
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