That’s where an innovative platform like The Rake Values comes in, helping fine quality, classic garments (whose only
crime was to be produced a few months ago) find an appreciative audience. And so, the seasonal cycle may
continue.
Luca says he has been careful to maintain the exclusivity of Rubinacci product, which is why it is available at just
a handful of locations. “We are not the kind of brand that is in many, many retail stores,” Luca says. It is
important to him that Rubinacci maintains personal contact with its clientele, old and new. “Every day, many, many
people come to see me in the store in Milan, young guys who may come just to make a photograph with me, to say that
they met Luca. I always take them to see our laboratorio, our bespoke workshop, because this is the soul of
what we do — and then, they understand immediately.”
Discovering the Rubinacci brand via The Rake, Luca says, is similar. “Your magazine, your website, for more than ten
years, you have been giving to your readers: giving knowledge, expertise, know-how. This is how you build a
relationship, with generosity,” he believes. “This is why I welcome everyone into our store, it’s why I show them
around our laboratorio. And this is why on Instagram, I make videos on fitting and how to dress, how to do
things. The first point of contact is not selling; the first point of contact is giving something. This is my
philosophy,” Luca says. “Be welcoming, be friendly, be generous. Give people a good experience and they will tell
others.”
It is with faith in the fact that even with the past seasons’ platform of The Rake Values, this publication will
provide a high-quality, elegant editorial and e-commerce experience that Rubinacci has so enthusiastically embraced
and supported this new initiative. “The Rake is known for many years as the authority on classic menswear. It is
known for only featuring and promoting the very best brands and craftspeople. And now, since it has launched
ecommerce, The Rake is famous as a place to get Cifonelli, Ermenegildo Zegna, Ralph Lauren, and yes, Rubinacci —
these are the type of brands that The Rake is famous for.”
With The Rake Values, says Luca, “We have a great opportunity to give to the very new generation the possibility to
get this kind of quality, to get great value menswear at really fantastic prices.” Customers on The Rake Values,
Luca predicts, “will not be able to believe how lucky they are to find these things at such fantastic prices.” Then,
having grown to appreciate the craftsmanship of Rubinacci’s ready-to-wear, Luca is confident many new clients will
progress to sampling the wares of the laboratorio.
“They will begin to dream of bespoke,” Luca says. “People ask all the time, but we do not make suits or tuxedos
ready-to-wear. No, for that, you must make bespoke. Come, Luca will take care of you.”
