The luxury industry in Italy mourns the loss of a true icon, Mr. Ciro Paone, the legendary founder of Kiton, a renowned Neapolitan bespoke firm. During my time at Publicis EtNous, I had the honor of working with Kiton as a client, and it was a privilege to advise this authentic luxury brand that valued quality above all else and celebrated its Naples heritage.
At Kiton, every suit is meticulously handmade, with a price tag that often exceeds €50,000. Interestingly, whether it’s a ready-to-wear or made-to-measure suit, the price remains consistently high. The reason behind the hefty price tag lies in Kiton’s iconic advertising signature: “Best of the Best+1.” This isn’t just a catchy marketing phrase; it encapsulates the essence of Ciro Paone’s philosophy. For him, quality was the cornerstone of life. From the choice of fabrics to the intricate craftsmanship, Kiton’s commitment to excellence was unwavering. This dedication even extended to the brand’s exceptional restaurant, which was envisioned as a place of culinary delight for Kiton employees.
Ciro Paone established Kiton in 1968, earning himself the title of the last emperor of Naples. He dedicated his entire life to the pursuit of quality. Having had the chance to interact with him, I experienced firsthand the stringent demands of the luxury industry and gained a deeper understanding of why it stands apart from other sectors.
Allow me to share one memorable anecdote that reflects Ciro Paone’s unwavering commitment to quality. In the early days of Kiton, he would travel across Italy to sell his suits. During his return journey to Naples, he would always go out of his way to take diversions of hundreds of kilometers just to dine at the finest restaurants. These weren’t necessarily the trendiest establishments, but rather those renowned for their exceptional food. The pursuit of quality truly defined his life.
Farewell, Mr. Paone. You will forever remain the epitome of excellence, the Best of the Best+1.
Here are two relevant links for further reading on Kiton and Ciro Paone’s legacy:
1. Kiton Official Website
2. GQ: A Look into Kiton’s Fall 2012 Collection
