Alanui
Alanui is an Italian luxury knitwear brand founded by siblings Carlotta and Nicolò Oddi. It is known for hand-crafted cashmere and wool cardigans and has expanded into a full collection for women and men.
| Founders | Carlotta and Nicolò Oddi |
|---|---|
| Origin | Italy |
| Hero product | Hand-crafted cashmere cardigan |
| Name | Hawaiian for "large path" |
| Website | alanui.it |
What is Alanui?
Alanui is an Italian luxury label created by siblings Carlotta and Nicolò Oddi. The idea grew out of a 1970s cardigan the founders found at a flea market in Pasadena, which later travelled with them to Hawaii; the brand name means "large path" in the Hawaiian language.
Products and positioning
The brand built its reputation on its iconic cardigan, a unisex cashmere design with fringe and a belt. Each cardigan takes around 11 hours to make by hand, using techniques such as jacquard, intarsia, crochet, needle-punch and hand embroidery. Designs draw on nature, music, travel, books and stories.
From knitwear the range has grown into a full wardrobe for women and men, including coats and jackets, sweaters, tops, dresses, trousers, denim, skirts and swimwear, plus accessories and shoes. Alanui has released limited collaborations, among them Giorgio Armani for Alanui and Alanui x Warner Bros.
Distribution
Alanui sells through its own online store and through luxury retailers such as Mytheresa and international concept stores.
Why it matters
Alanui shows how a tightly defined hero product, in this case a hand-crafted cardigan, can be the base for building a luxury brand with a full ready-to-wear offer.
Frequently asked questions
Who founded Alanui?
Alanui was founded by Italian siblings Carlotta and Nicolò Oddi.
What is Alanui known for?
Alanui is known for hand-crafted cashmere and wool cardigans made with jacquard, intarsia and embroidery techniques.