Privati Firenze is an Italian knitwear brand, founded and based in Tuscany. The brand is a modern ambassador of Italian knitwear. Founded in 2015, the label continues a decades-long regional tradition of fine textile production and redefines the meaning of ‘Made in Italy’ for today’s global consumer.
The brand is known for its sweaters and cardigans, made from precious yarns such as cashmere, alpaca and merino wool. It appeals to a young, dynamic audience that is attracted to understated luxury. Privati’s wardrobe represents the investment in sustainable essentials: refined, versatile pieces that subtly radiate elegance.
Brand history and evolution
Although officially founded in 2015, Privati Firenze’s roots stretch back to its Tuscan knitwear heritage. The experience with men’s knitwear goes back to the late 1980s. Under the banner of Foxx Srl, based in Agliana near Florence, the brand was born from a passion for high-quality yarns and the desire to unite artisanal knitting with innovation.
Initially the focus was on luxury knitwear for men. Privati Firenze perfected the balance between craftsmanship and technology through the use of advanced knitting techniques, such as 3D knitting technology, while maintaining the artisanal finish that characterizes Italian tailoring. Over time, the brand expanded its offering to womenswear, introducing lighter styles, elegant cardigans and transitional pieces that blur the line between comfort and sophistication.
Today, every Privati Firenze item is designed and made in Italy, in close collaboration with local artisans and premium suppliers such as Loro Piana and Zegna Baruffa. This commitment to quality and heritage has seen the brand evolve from a small Tuscan knitwear house to an international label, known for its philosophy of ‘quiet luxury’: garments made to last, without excess.
Most important success factors: craftsmanship and social media
At the heart of Privati Firenze’s success is its commitment to craftsmanship. The brand’s collections demonstrate a deep understanding of texture and proportion, combining premium natural fibers with technical innovation. This results in garments that feel as good as they look. This precision in detail has created a loyal customer base who appreciates refinement without pretensions.
Equally essential is the brand’s digital presence. Privati Firenze has used the power of social media to expand its reach. On Instagram, the label creates an aesthetic that reflects its DNA: serene images of Italian landscapes, glimpses into artisan workshops and sleek, timeless styling. The account has more than 11,000 followers and is growing organically through authenticity and visual storytelling.
Product offering and prices
Privati Firenze’s product portfolio revolves around refined essentials: round neck and turtleneck sweaters, cardigans, knitted polos and light summer pullovers. The label’s commitment to precious fibers, such as extrafine merino, mohair, alpaca and cashmere, anchors the collections in sustainable value.
The core price range shows accessible luxury:
- Extrafine Merino Crewneck: €114
- Mouliné Cashmere Blend Crewneck: €199
- Baby Alpaca Cable Knit: €235
- Cashmere Poncho: €239
- Long Cashmere Cardigan: up to €490
These awards emphasize the brand’s focus on affordable craftsmanship: premium, Italian-made garments at a fair price. Each piece is designed to be seasonless, wearable and worth the investment.
Global presence
From its Tuscan base, Privati Firenze has expanded to countries across Europe. The global e-commerce platform supports international currencies and delivers to destinations within the EU. In addition, the brand collaborates with selected luxury boutiques and participates in important trade fairs such as Pitti Uomo in Florence and the Modefabriek in Amsterdam.
The brand’s “Privati Firenze Towards the World” initiative further strengthened its presence in markets such as the United States, China, Japan and Russia. This was an ambitious move that positioned it among Italy’s emerging global knitwear brands.
Future perspective
The future for Privati Firenze looks bright. With sustainability as a core pillar in modern fashion, the brand has embraced initiatives such as Green Cashmere, which integrates recycled fibers into production without sacrificing luxury.
The continued commitment to quality, heritage and innovation ensures that Privati Firenze remains one of Italy’s most promising knitwear names. It is a label that perfectly captures the spirit of modern Tuscan craftsmanship in a global fashion era.
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