CelebMix
Under the guidance of founder and CEO Antonino Aiello, the maverick luxury brand 100% Capri is doing more than changing the way affluent consumers dress.
100% Capri has in fact drove an inflection point in the growth of linen, unlocking the luxury ready-to-wear market for the fabric.
Aiello’s breakthrough with 100% Capri came in identifying a crucial market that was under-served by the leading luxury conglomerates such as Kering, Richemont, and LVMH.
This was the seasonal resort space- where products from most high end designers didn’t fit the vacation spirit and weren’t airy, breathable, light, and fun….while still maintining a distinguishing aesthetic.
Realizing this, Aiello embarked on a journey to take the lightness and breathability of linen and develop it into a more sophisticated, distinguished fabric that could serve the dual purposes of function and fashion.
To do this, Aiello implemented a data and research team to study the weather patterns and climates of the areas his stores were based- from St. Barts to Capri- so that he could reverse-engineer his fabrics to complement the climates his line would be worn in.
Out of this scientific process was born a sophisticated, functional, and fun new generation of luxury linen that showed the fashion market the untapped versatility and potential of the linen market.
Today, Aiello and 100% Capri’s legacy greatly transcends just holiday fashion.
The brand is widely renowned as a market-driving disruptor that’s been able to push boundaries and influence the mosaic of high fashion.
