discoFind the brands, outfits and key pieces that suit your take on it—from soft Italian tailoring to plain British knits.
Quiet luxury is well-made clothing with no visible logos: fine knits, soft tailoring, plain coats and suede loafers in muted colours. It can be Italian, British or relaxed and coastal. This guide covers menswear.
They overlap, and most people mix two. Pick the one closest to you to see where to start.
Worn by men who want a jacket that feels like a cardigan, often with knitwear instead of a shirt. Unlined, unstructured jackets and garment-dyed fabrics define it.
Start with Boglioli, Massimo Alba, Barena
See the outfit ↓
For people who prefer factory heritage over designer names: jersey, knitwear and coats from British and Irish mills and makers. Plain cuts, natural fibres and long-running styles carry it.
Start with Sunspel, Johnstons of Elgin, Harris Wharf London
See the outfit ↓
The weekend version, worn by people who dress for boats, terraces and long lunches. Pale knits, light trousers and soft, low loafers do the work.
Start with Loro Piana, Tod's, Orlebar Brown
See the outfit ↓
For readers who want the fabrics without the house prices, bought online from factory-direct labels. The pieces are plainer, but the fibre is often the same: cashmere, merino, suede.
Start with QUINCE, Naadam, Meermin
See the outfit ↓Not a ranking. Each is the clearest way into one or two takes on the look.
Loro Piana makes logo-free knitwear, tailoring and shoes from rare fibres. It is the label most people mean when they say quiet luxury.
Look at first Summer Walk loafers, cashmere knitwear, the Traveller jacket
But Usually the most expensive option in each category here. Start elsewhere and come here last.
Cheaper way in Mongolian Cashmere Crewneck Sweater (QUINCE) from $59.90
Explore Loro Piana →Brunello Cucinelli has worked cashmere in the Umbrian hamlet of Solomeo since 1978. Its men's line pairs plain cashmere knits with deconstructed blazers in wool, corduroy and denim.
Look at first Cashmere turtleneck sweater; Cashmere knit polo shirt; Sea Island corduroy deconstructed blazer
But The cashmere turtleneck is $2,450 in the US store, and the deconstructed blazers listed run $5,450 to $7,500. Buy one knit before anything else.
Cheaper way in Cashmere Turtleneck Sweater (Uniqlo) $99.90
Explore Brunello Cucinelli →Christophe Lemaire and Sarah-Linh Tran run the house from Place des Vosges in Paris, with fabrics sourced mainly from Europe and Japan. They also co-direct Uniqlo U, which is why the cheaper route below is a close relative.
Look at first Barrel Pants in cotton twill blend; Regular Shirt in washed cotton silk; Boxy Peacoat in double wool
But Plain clothes at high prices: the Barrel Pants are $790 and the Boxy Peacoat $1,240 in the US store.
Cheaper way in Uniqlo U Barrel Chino Pants $49.90
Explore LEMAIRE →Auralee starts each collection with raw materials and yarns sourced in Japan and abroad, and runs its flagship in Minami-Aoyama, Tokyo. Its Baby Cashmere Knit P/O is 100% Mongolian baby cashmere, with the natural brown left undyed.
Look at first Baby Cashmere Knit P/O; Super Fine Wool Rib Knit P/O; Baby Camel Flannel Two-Tuck Slacks; Wool Herringbone Shawl Collar Coat
But Sizes run 3 to 6, and Auralee's own chart puts a 4 at an international men's S. Check the garment measurements before ordering.
Explore Auralee →Nick Wakeman launched Studio Nicholson in 2010 and added menswear in 2017, working fabric first. Its signature is generous volume, and pieces usually go through four or five fittings before release.
Look at first Sorte Pleated Peached Cotton Pant; Fume Tailored Pant; Ady Wool Melton Coat; Hal Poplin Shirt
But The cut is deliberately full: the Sorte is high-waisted with a pleated, wide leg and costs $540 in the US store. If you want a slim line, look elsewhere.
Cheaper way in Pleated Wide Pants (Uniqlo) $59.90
Explore Studio Nicholson →Alexandre Mattiussi founded Ami in Paris in 2011 after years in Parisian couture houses. Its wool blazers are cut boxy and its two-pleat trousers wide, which suits the relaxed side of this style.
Look at first Grey double breasted wool blazer; Grey two-pleats wool trousers; Long grey single breasted wool coat
But Much of the knitwear and many shirts carry the Ami de Coeur heart logo. Read the details before buying, as some pieces hide it as a small patch.
Explore Ami Paris →Buck Mason makes its Pima Curved Hem Tee from US-grown Supima cotton at BM Knitting Mills in Mohnton, Pennsylvania, a factory it took over. The tee is $48, and the 100% cashmere California Cashmere Polo is $268.
Look at first Pima Curved Hem Tee; California Cashmere Polo; Felted Wool Shrunken Graduate Blazer; Classic Khaki Big Chino
But Only some pieces come from its Pennsylvania mill; the rest are made by partner factories in the US and overseas, so check each product page.
Explore Buck Mason →ssstein is run from Shibuya, Tokyo, and shows its collections on the runway in Paris. It cuts long wool coats, oversized jackets and wide trousers in flannel, melton, cashmere and tweed.
Look at first Wool Melton Lay Chester Coat; Wool Flannel Oversized Peak Lapel Jacket; Wool Flannel Extra Wide Trousers
But It sells direct from Japan in yen. US orders ship by FedEx with import duties paid by the buyer, and change-of-mind returns are not accepted; unused items can only be exchanged for size.
Explore ssstein →The weekly disco
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You don't need everything shown. Each outfit lists its key pieces, a swap from a normal wardrobe and a cheaper route to the same look.
Beginners buy one costly logo-free piece and wear it with badly fitting clothes; fit across the whole outfit matters more.
Shown: Boglioli
Direct-to-consumer entryWhy it works Every piece is plain and easy to find, in just two colours. It works for weekends, dinners and travel.
From your wardrobe Swap the loafers for plain white leather sneakers with no visible branding.
Cheaper route SUPIMA Cotton T-Shirt (Uniqlo) $24.90 · Slim Chino Pants (Uniqlo) $59.90
Shown: Sunspel
Italian soft tailoringWhy it works This replaces the suit for most offices and evenings. The knit makes the jacket look relaxed, not formal.
From your wardrobe Use a plain merino crewneck instead of the ribbed knit, or an oxford shirt worn open at the collar.
Cheaper route Cashmere Sweater (crew neck) (Uniqlo) $99.90 · Pleated Wide Pants, dark brown (Uniqlo) $59.90
Shown: Johnstons of Elgin
British and Irish millsWhy it works The long coat and wide trousers give a stronger shape while keeping the colours quiet. It reads as deliberate, not loud.
From your wardrobe Any long wool overcoat in grey, camel or navy, as long as it fits at the shoulder.
Cheaper route Balmacaan Coat (Uniqlo) $149.90 · Pleated Wide Pants (Uniqlo) $59.90 · Merino Polo Sweater, gray (Uniqlo) $49.90
Shown: Harris Wharf London
Off-duty RivieraWhy it works The warm-weather version: one knit, light trousers and a leather sandal. Nothing is branded and nothing needs ironing.
From your wardrobe Too warm for knitwear: a plain white T-shirt does the same job as the polo.
Cheaper route Linen Blend Relaxed Pants, natural (Uniqlo) $59.90
Shown: Orlebar Brown
This is the core layer of the style. You wear it alone, under a jacket or over the shoulders.
Johnstons of Elgin $895 · Naadam $98 · QUINCE from $59.90
It gives you the line of tailoring without the stiffness of a suit. It is the piece that makes knitwear look dressed.
Boglioli $1,875 · Barena $870 · L.B.M. 1911 $777
A plain, long coat covers everything underneath and sets the tone for the whole outfit in winter.
Harris Wharf London $990 · Massimo Alba $1,880 · Uniqlo $149.90
Save on the T-shirt, the knit and the coat, where shape and colour do most of the work; spend on a jacket or loafers once you know the fit you want.
Prices checked Oct 17, 2026 on each product's own page; they change.
Brands can sit in more than one direction. Each appears once.
Mr Porter stocks many of these labels in one place, with sizing notes on each product page. Several makers here, including Sunspel, Massimo Alba and Harris Wharf London, also sell direct with US prices on their own sites.
Nordstrom carries Tod's Gommino in its stores and online. Trying trousers and jackets on matters more here than with almost any other style, so a store visit is worth it before the first big purchase.
The RealReal and Vestiaire Collective list secondhand Loro Piana and Brunello Cucinelli. These clothes are built to last, so resale is a sensible way into the top tier.
Current markdowns at quiet luxury retailers, from the sale feed.
1978. Cucinelli starts with coloured cashmere. Brunello Cucinelli began dyeing cashmere in a small workshop in 1977 and founded his company in 1978. His first products were cashmere sweaters in bright colours.
2013. LVMH takes control of Loro Piana. Loro Piana, founded in Quarona in Piedmont in 1924, has been majority-owned by LVMH since 2013. It is one of the largest cashmere suppliers in the world.
2023. Succession makes it a trend. Quiet luxury became a named trend in 2023. The TV series Succession, whose very rich characters wear expensive but plain clothes, was credited with fuelling it, as was Gwyneth Paltrow's wardrobe at her Utah court case that March.
Quiet luxury is a style built on discreet, high-quality pieces that convey status through fabric, cut, and construction rather than conspicuous logos. It emphasizes timeless design and investment-grade materials like cashmere, wool, and fine leather.
Widely cited quiet-luxury names include Loro Piana, Brunello Cucinelli, The Row, and Zegna, alongside heritage watchmakers such as Audemars Piguet. Cashmere and leather specialists like ARCH4 and refined labels such as ASPESI also fit the category.
Choose well-fitted, logo-free garments in neutral colors and premium natural fabrics, then keep the palette cohesive. Let quality, tailoring, and subtle accessories do the talking rather than branding or bold prints.
Generally yes, because the aesthetic depends on high-grade materials and construction. However, the philosophy favors fewer, longer-lasting pieces over frequent purchases.
This guide explains the look and where to start. For plainer, cheaper labels in the same spirit, see The Ultimate Minimalist Streetwear Guide →
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