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Doukanto

The Code

Edition Nº I

This edition has not been entrusted to you.

Each member receives his own. Request access

There are rules no one writes down. The men who know them were taught at a table, by a father, a host, a tailor, a coach. The rest are left to guess.

This is the house’s attempt to write them down. Not the rules of fashion, which change every season, but the ones that never do.

They are kept for members. Read them slowly. Keep them.

Part I

The Rules

I

What is rare is never repeated.

Anything that can be made endlessly loses its meaning the moment everyone has it. The old houses understood this: they made a thing well, for a few, and never again in quite the same way. Rarity is not a price. It is a promise that what you hold is yours alone.

In practice: before you buy, ask how many others will own it. If the answer is everyone, walk on.

II

Fit before label.

Kept for members

III

Fewer, better, kept for years.

Kept for members

IV

The cloth tells the truth.

Kept for members

V

Dress for the host.

Kept for members

VI

The details no one sees.

Kept for members

VII

Manners outlast every fashion.

Kept for members

Part II

The Occasions

How a man of the house dresses for the life he leads.

When you are well dressed, you look forward to where you are going. The founder learned this on the tennis court: on the days he wore an outfit he loved, he could not wait to walk out and play. The house exists to give every member that same feeling, before a meeting, a flight or a night out.

A new occasion reaches members each Sunday.

The Meeting

Business is decided at the table before it is decided on paper. The man who arrives composed has already said half of what he came to say.

  • The piece the Doriano. It sits at the waist, so it is never tucked. In the cold, it goes under a tailored coat.
  • Trousers tailored, navy or off-cream, ending cleanly on the shoe.
  • Shoes loafers, polished.
  • The fit the sleeve meets the arm with no space between them. Nothing should look borrowed.
  • Colours two, three at most.
  • The phone away. If it must be answered, you excuse yourself.

The detail: Greet everyone at the table by name.

The Night

Kept for members

The Journey

Kept for members

The Mountains

Kept for members

The rest of the Code is kept for members.

Edition Nº II reaches members first.

By invitation.

Request access