Davide Baroncini, Founder of Ghiaia Cashmere, Believes in Brick & Mortar
As I speak with Davide Baroncini — founder of the upstart menswear brand Ghiaia Cashmere — over Zoom, I can’t help but wish I were sitting in his Pasadena shop, chatting in person. Everything I’ve heard about the man suggests I’m missing out on the full “Davide experience.” He’d make me an espresso, maybe even cut me a Toscano cigar, and after a long, friendly chat, I’d likely leave having purchased a $1,200 cashmere sweater (and be quite pleased about it).
No coffee, cigars, or sweaters this time, but ever the loquacious founder, Baroncini’s charisma and passion are palpable, even through the screen. Waxing philosophically about life and business, with Ethiopian jazz playing in the background, it was easy to see why Ghiaia (pronounced ghee-i-ya) is one of the most talked-about menswear brands of the moment.
An alumnus of the renowned Italian label Brunello Cucinelli, where he played a key role in bringing the brand from its namesake’s vision to stores worldwide, Baroncini launched his own label from his kitchen table in 2019, initially offering a small selection of cashmere knitwear through wholesale partners. After receiving some unsold merchandise back from Neiman Marcus, Baroncini began selling online in March 2020 at his wife’s suggestion. “I thought it was the worst possible time to be selling anything; thank God for my wife,” he says.
Although online sales helped, one of Baroncini’s core philosophies is that a physical presence still matters in fashion. With a background in sales and merchandising, it’s no surprise that much of the brand’s appeal stems from offering a physical experience that reflects the essence of the clothing.
“I want 10 Ghiaia stores to create jobs and teach people how to make clothes. Through these physical spaces, people can quickly understand the craft.”
Davide Baroncini
“I realized that while social media and online marketing have changed the landscape, the core of fashion — making clothes and connecting with people — remains the same. My first store was just 340 square feet, but in the first month that it was open, I sold more than I did the entire previous year. That didn’t shock me. People react to brands investing in their stores like it’s something surprising, but since retail has existed, this is what it’s all about.”
Late last year, Baroncini opened a larger store in a former Californian antique shop. This new location is a natural evolution from the original space, which could only accommodate a few clients at a time. Now, in-store purchases make up the majority of Ghiaia’s business.
Here, Baroncini’s exquisite taste shines through with terracotta-coloured floors, ceramic ashtrays, curated souvenirs, bric-a-brac, and coffee table books. Additionally, you’ll notice mannequins, which Baranchini deftly shares on his website and social media, becoming somewhat of a stylistic calling card that was originally a practical tool.
“If mannequins were all I could afford, then mannequins were all I had. Mannequins are all you get!” Baroncini says. With his extensive experience in merchandising at Brunello Cucinelli and inspired by Ralph Lauren, the mannequin serves as a sort of Rorschach test for customers; 10 different people will see 10 different stories in them, but each one catches the eye.
Baroncini’s ability to create a unique and personal shopping experience has drawn a diverse clientele, ranging from young trendsetters to more seasoned shoppers. Despite never positioning his brand as a modern take on old-school luxury, he has successfully tapped into a broad audience. While the affluent locals in his swanky suburban location form a part of his customer base, his savvy use of social media plays a major role in his widespread appeal.
His Instagram goes beyond selling products; it’s a gateway to a lifestyle — an intoxicating blend of Californian-Italian aspirational allure, much like how Ralph Lauren sold the “American dream.” His feed offers a mix of product shots and personal glimpses: photos of his wife, Pia, their two children, and their beloved bulldog, Ciro, alongside scenes of Baroncini making pasta in his backyard, driving vintage cars, drinking espresso, smoking cigars, and sharing inspirations along the way. It’s not just a curated feed; it’s simply Baroncini, as the kids say, living his best life.
Indeed, while the Pasadena store and the social presence have been important, the essence of Ghiaia lies in its materials and craftsmanship. Its clothes are sourced from high-quality natural fibres, made in Italy in a neutral palette with sun-faded reds and yellows. Products like his popular fisherman sandal are masculine while still playful, and intricate without being intimidating. Baroncini’s seasonless approach means that his customers can shop based on their needs, not the season. Essentials like a navy cashmere sweater, a bathing suit, a brushed cashmere overcoat, and shoes are always available. This also allowed Ghiaia to expand its offerings made from a few high-quality materials from select suppliers and use them across the collection.
It all comes together in a wardrobe of timeless, iconic pieces that Baroncini hopes you’ll connect with deeply. “Whether it’s a favourite jacket or a pair of shoes that make you feel like Superman, these items are meant to become part of your personal style and your story. If something doesn’t make you feel great or isn’t something you’d want to keep for a long time, it’s not worth buying,” he says. “If I can create something that resonates with you, even if it’s just a small detail, that’s what excites me. It’s a lot of work, but it’s worth it.”
Looking ahead, don’t expect Baroncini to shift his focus to digital spaces. “I want 10 Ghiaia stores to create jobs and teach people how to make clothes. Through these physical spaces, people can quickly understand the craft. If you ask where I’d invest, I’d put it all into that.” While he can’t clone himself, with his dedication, natural magnetism, and more than a few cups of espresso to fuel his mission, he shouldn’t have any trouble spreading his vision exactly as he sees it.
