Why Anton Huang can’t get enough of this ‘quiet luxury’ brand — and brought it to Manila

“Guess what I’m wearing?” is how Anton Huang usually starts his conversations with his team these days, referring to his impeccably fitting suits that are the epitome of sprezzatura — the Italian quality of effortless elegance.

Going from meetings to events these past few hectic weeks, he isn’t breaking a sweat in them either, despite the heat and humidity, all because of his new favorite brand. One store launch revealed the answer: Boggi Milano.

Over the years, SSI has made available to the Philippines some of the world’s best and most luxurious brands. While Boggi already has over 258 stores in more than 60 countries, the brand has remained low-key; it doesn’t shout. None of their wares are brandished with bold logos. Rather, they are a wardrobe essential among the “quiet luxury” market as well as those who aspire for it; their price points, especially for the quality you are getting, are very reasonable.

There’s more to Boggi Milano than its sophisticated minimalist style. Inside the 92.36-square-foot flagship in Greenbelt 5, a touch of one of their coats will surprise you — they are cool yet supple, ideal for the heat. While they create pieces in traditional materials like warm flannel, high-quality merino wool, and soft cashmere, they also innovate with high-performance and eco-conscious technical fabrics in jersey, organic cotton and Tencel. Functionality is a key feature in their suits, shirts, trousers, shoes and even socks.

The latest collection opens with cross-seasonal looks, whether you’re traveling somewhere cool soon or looking to make a statement in any of the season’s parties and events. Inspired by the rugged landscapes of Iceland, the collection features a color palette that includes taupe, cream, charcoal, and shades of gray, moving away from the classic office palette to embrace more versatile tones. The suit, a staple of the male wardrobe is reimagined with meticulous attention to detail and crafted from premium fabrics, allowing it to shine in both traditional and unexpected settings. Huang and his well-dressed friends will be back to shop more soon.

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The Boggi Milano flagship store is located at G/F, Greenbelt 5, Ayala Center, Makati. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.