Stefano Canali On The Brand's 90-Year Journey
Canali's chipper President and CEO Stefano Canali on the brand's age-defying formula
Often the problem with legacy brands could be the legacy itself. Go off the tried and tested and risk brand dilution in a sea of sprinting newbies. Stick to the same and get dusted off as irrelevant.
Not Canali though. At an age when it could be tough to keep up a fresh face, the Brianza, Italy-based brand founded in 1934 by fabric magnate Giovanni Canali and his tailor brother Giacomo is celebrating 90 years in the business—and is looking cooler, chiller and more current than ever. On his visit to India to mark the occasion, we got Stefano Canali to uncover the secrets behind timeless style— and the passion that drives him forward.
Ninety years, that’s quite a number. In view of the journey so far, how would describe Canali in a sentence?
Yes, 90 years. It’s been an incredible journey for Canali. In a sentence, I’d say— a family business with a lot of respect and responsibility.
Respect. Responsibility. And emphasis on Whispered Luxury —these are Canali’s guiding principles that you often stress upon. In a world craving fast action and faster results, how significant are these subtle qualities today?
You see, as a brand—we are all about being ourselves. So, instead of chasing the mainstream, or following what is happening around, we stick to our founding principles—respect and responsibility. And we believe in adhering to them in all our associations—be it within the Canali family, the company, our clients or alliance partners—as they have enabled us to establish long standing relationships with everyone out there.
These principles shape our collections as well. Every meticulously crafted piece reflects our commitment to quality, a testament to our respect and responsibility towards clients.
Looking at the recent Canali collections—the suits, slick knitwear, solid denim, sneakers—we noticed that despite the 90 years, the brand is looking quite cool, current and chilled. What’s the age-defying secret?
Canali is, of course, known for impeccable tailoring but post the pandemic we expanded our collections, bringing the idea of whispered luxury into not just suits but also to casual wear—including luxurious knitwear, trucker jackets, track pants and shorts, cagoules and sneakers.
Talking about modernity, I’ll give you an example—we introduced the Double collection (Autumn/Winter 2023). Double fabric is often associated with womenswear, is a lot of work, and is expensive to create. But we made suits, and what’s more, our gamble paid off. Both 20-and 60 something consumers embraced it.
That’s a modern approach—to lend a twist to a traditional garment like a suit. And its success reflects the evolving synergy between the brand and today’s customer.
More recently, we introduced a trench coat from our 90-year capsule collection, crafted from a luxurious silk-wool-cashmere blend. Treated with a special membrane for wind and waterproofing, it’s a traditional coat—upgraded for the times.
Moreover, it’s not just the design; from the marketing strategies to the collections, from the emphasis on core philosophy to the need for evolution: Everything is important. Take for instance, our recent collaboration with Nuova Accademia delle Belle Arti (NABA), the art academy, where we got young creative artists to interpret Canali’s rich heritage in the form of sculpture, as well as through the medium of new age AI videos.
Other cool collaborations include our Fall/Winter 24/25 partnership with Inter Milan, outfitting the players and staff of the Nerazzurri club, and the Canali Café in Beijing, offering an Italian experience with a Chinese twist.
For Canali—it’s not so much about the age, but the approach. Youth is the attitude. And the secret of our youthfulness is keeping a good balance of staying innovative, upholding tradition and maintaining the highest level of quality.
Canali has seen generational shifts as a family-run business. And so has the clientele. How are the next generation of clients—the sons— finding Canali relevant compared to their fathers and grandfathers?
Relevance is not just about the product; it’s also about the trust placed in a brand. Canali’s traditional know-how and craftsmanship are its fundamental assets. Today, with far more products available than before, credibility, superlative quality, and consistency matter more than ever. The new generation of luxury consumers understand this well.
I believe top quality is just as important to our older customers as it is to our younger ones—there’s no compromise there.
What exciting ideas by Canali should the Indian men look forward to?
India and Italy share so many qualities—respect for tradition and heritage, a deep appreciation for craftsmanship, a strong belief in family values, and a love for food—it’s a match made in heaven!
At Canali, we recognise that different countries have different requirements, so while we offer our global collections, we also do country-specific customisation. For example, in India, we launched the Nawab jacket (a specially crafted bandhgala) in 2014, especially crafted as a ceremonial garment. And it’s been a big success with Indian men. Over the years, we have interpreted the bandhgala in various forms—in silk, linen, wool blends, and even a sleeveless, sporty version as well.
India is incredibly important to us, and we will continue to offer exciting new products for Indian men. It’s been a wonderful journey for us—we’ve opened seven stores, and when the time is right, we plan to add an eighth.
What inspires you? And when do you get your best ideas?
Honestly, I get my best ideas when I work out. Also, I’m a mountain biker and biking in the woods is very inspiring to me.
How do you unwind?
By using some excellent filters on video cams (laughs).
I tend to unwind with good music and listen to various genres—pop, classical, jazz, independent. But classical music intrigues me the most because it sparks something unexpected in the mind. Listening to Bach, Mozart, or other masterpieces, you can truly feel the intensity and genius behind the notes.
Who are your heroes?
Quite understandably, first and foremost—my father. And then, whoever embodies the same values that I value. I admire people who have a high degree of intelligence, a good deal of ambition, and a lot of humility along with.
Italy has a legacy of beautiful films. So does India. Do you connect to cinema? What films do you like?
I connect to cinema as an art form, as well as connection for the brand. So many actors share wonderful associations with Canali, and they like to wear the brand a lot.
Personally, when I see films, what draws me in and impresses me is the overall visual aspect—the videography, the quality of imagery, the colours, the clothes, the production design. For example, The Great Gatsby. It’s a visual feast. Similarly, I like how Paolo Sorrentino’s cinema brings all the visual elements together.
Do you cook and what do you whip up well?
Yeah, I’m a big foodie. Actually, I’m a pretty good pit-master when it comes to barbecue. Though I’m quite lucky to have a wife who's a very good cook. So, I’m a bit spoilt when it comes to food.
What’s your greatest hope for the future?
My biggest hope is that humankind looks at history, learns and acts responsibly. As a race, we have the ability to adapt to an ever-changing environment. And if, while adapting, we continue learning from history’s teachings and act responsibly, our evolution will be remarkable. Take artificial intelligence, for example—we’re all talking about it, it’s part of the changing times, but we’re also aware of its risks. That’s why acting responsibly is crucial.
Canali at 100. What comes to mind?
That’ll be in a decade. At 100, I’d like to see Canali as a credible and trustworthy brand, with a successful evolution of what Canali is today, at 90. Because our core values would never change. We will never make any revolution, but we’ll strive for evolution, moving with the times in a very credible and effective way.