Doriani

Doriani is a distinguished brand with a rich heritage that spans two generations. The brand's roots date back to the 1930s when the company first specialized in the production of elegantly refined belts and braces. Notably, Doriani created innovative designs like belts and suspenders for the Navy that featured a waterproof, amphibious container to hold a smoking necessaire, exemplifying their commitment to functional and unique products.

In the years following the Second World War, Doriani, then known as STORM, distinguished itself by being among the few clothing companies to participate in the Milan Trade Fair with a dedicated stand. This period also marked the rise of the second generation of the brand, which launched one of the first clothing companies specializing in the production of outerwear for both men and women. This range of products was distributed through 24 owned stores scattered throughout northern Italy.

The first of these 24 stores was located in Milan in via Manzoni. It was characterized by an extremely elegant atelier atmosphere, furnished with fine antiques, antique Persian carpets, and porcelain. STORM became successful thanks to its high-quality products, innovative style, and distribution formula of single-brand stores.

However, the company faced some challenges in the 70s which led to the decision to close the production branch of STORM and maintain the commercial part by restructuring it. It was during this time that the third generation of the family decided to create the DORIANI brand, dedicated to male elegance and catered towards a high-level clientele.

Doriani distinguished itself from other men's fashion brands in the market, which were predominantly inspired by Anglophile styles, by maintaining its Italian roots. The brand curated collections of outerwear, trousers, shoes, ties, and notably, large knitwear lines, mainly in cashmere. This focus on fine knitwear, produced by the company's laboratories, became the core business of DORIANI and presently constitutes the most significant part of its turnover.

The brand's turning point came with the opening of the DORIANI store in via Sant'Andrea in Milan, located in the heart of the fashion district. This was followed by the establishment of stores in Forte dei Marmi, Santa Margherita Ligure, Portofino, and Venice inside the Hotel Cipriani, and most recently in Monte-Carlo. Today, Doriani continues to uphold the entrepreneurial values of style and quality that were integral to its inception1​.