We will skip over the origin story and business model because many other ZIRP VC-funded (which this brand isn’t afaik) consumer goods companies have followed the same strategy of wanting to provide great value while selling directly over the past 15 years. Instead, we will examine several SKUs.
Softey® suede shoes
![Aurélien Softey suede loafers](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fdc0d91b6-5237-4695-80f2-2b348b149a51_628x838.png)
![Aurélien Softey suede loafers](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9038510-2e77-4565-8c96-e0150efb8d33_628x838.png)
![Aurélien Softey suede loafers](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8bcee993-a465-413a-8801-412532def124_628x838.png)
![Aurélien Softey suede loafers](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2cbc7ed3-24aa-4115-a698-c5593155c715_628x838.png)
Softey suede has been drenched in oils, and we all remember from fifth-grade chemistry how well oil and water like to play together, right ? That was the explanation I was given at Pitti from their team. The oils soften the leather and protect it from light water exposure while at the same time, helping it age gracefully, causing richer and darker tones over time. ©
CashWool® knitwear
![Extra fine merino wool sweater from Aurélien ©](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F12c557fd-5922-460f-b05d-23bea3a9f72c_628x838.png)
![Extra fine merino wool sweater from Aurélien ©](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6a13faae-8d9e-49e5-b3c6-79a5a1ecc159_628x838.png)
![Extra fine merino wool sweater from Aurélien ©](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa9ef5e4c-29f9-45e0-979b-e5cf19b6f18d_628x838.png)
![Extra fine merino wool sweater from Aurélien ©](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc0a7505e-e3ff-42e2-b392-8584d2bc353a_628x838.png)
Aurélien uses Zegna Baruffa’s CashWool yarn for its entire Merino wool range. It’s a 19,5-micron wool that they accurately label as Extrafine Merino wool. This is the standard quality for Merino wool, BUT, Zegna Baruffa’s proprietary treatment ensures significant softness gains and durability despite the high micron number. So while this isn’t the finest or rarest Merino wool, it is a great everyday quality that’ll require less caution when worn.
Medium merino wool (19.6–22.9 microns)
Fine (/Extrafine) merino wool (18.6–19.5 microns)
- Aurélien’s CashWool (made in Italy) (m)
- Charles Tyrwhitt (made in India) (m)
- Paul James Knitwear (m/w)
Superfine merino wool (15–18.5 microns)
- Cable Melbourne (w)
Ultrafine merino wool (11.5–15 μm microns)
- Loro Piana Gift of Kings (m/w)
- Zegna 12mil12mil (m)
Linen
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F862ce1f3-267d-4086-9977-eafaba39c978_628x838.png)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45c90174-410c-40d7-aede-9cd7119f4806_628x838.png)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3cd5cfc2-3439-49c2-948b-d6895abbc15f_628x838.png)
![](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3af39ee2-8c07-4251-a708-c1b23d7fccee_628x838.png)
The linen is surprisingly soft, especially when I compared their t-shirt to my linen t-shirt from Zegna, the smoothness and softness of the Aurélien piece was noticeable. There is a certain springiness to their tops, which is a good thing. The t-shirts and polos are a good deal in my opinion. The shirts come in a very light and open weave linen cloth, and in direct comparison to Luca Faloni’s infamous linen shirts, the quality difference is noticeable. LF’s linen is heavier, thicker, and drapes better - you get what you pay for applies. Trousers and shorts, they strike an interesting balance of being woven densely enough not to be see-through, while still allowing for airflow, unlike in trousers from Rubinacci’s linen bunch. I’d buy these for a dressier outfit (especially if the leg opening was wider, but being a Dutch brand, skinny still reigns supreme here)
Outerwear
![Wool cashmere outwear from Aurélien](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F314de214-644f-41f1-88b2-60298940d7d8_628x838.png)
![Wool cashmere outwear from Aurélien](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F787cabb7-831a-49e6-b1ad-cc2eae246324_628x838.png)
![Wool cashmere outwear from Aurélien](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F51c3ac05-63d1-4893-ad9b-36ce5b774cc5_628x838.png)
![Wool cashmere outwear from Aurélien](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff59ea6ec-a9c8-4f3f-b041-907b326f5d05_628x838.png)
Outerwear is difficult because on the one hand the brand offers windbreakers made from recycled polyester and lined with a 95% cotton 5% cashmere jersey that are nice, or field jackets with magnetic buttons (we need more of those). On the other hand, you can find $1800 puffer jackets made from 95% wool and 5% cashmere blend, which is nice, but Woolrich’s VBC wool puffers with traceable down filling for $1000 exist. The same goes for the $2400 95% wool and 5% cashmere blend coat, which competes at a price point where the world is your oyster, and you can find similar styles in 100% cashmere from the likes of Herno. Whether this is a MOQ/volume issue or a deliberate pricing decision is difficult to say with so little information on their website.
Egyptian cotton
![Egyptian cotton t-shirt and polo shirt](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F7dfff202-3822-452a-af78-08fedd2f9218_628x838.png)
![Egyptian cotton t-shirt and polo shirt](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e7da710-32a2-44cb-aa22-e5d3c3a1acce_628x838.png)
![Egyptian cotton t-shirt and polo shirt](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd687eb6c-81e8-4779-a73f-c90cfb01d9a0_628x838.png)
![Egyptian cotton t-shirt and polo shirt](https://substackcdn.com/image/fetch/w_720,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8160693-1696-484e-a842-87e96fa5562e_628x838.png)
These pieces are fine and priced well. They have the sheen you expect from Egyptian cotton, and there is not much else to say about them. If you want the best Egyptian cotton, you might as well go for the certified Giza qualities that brands like Girelli Bruni or Fedeli offer, but they will cost you 25%-100% more.
Final thoughts
It’s a good brand with plenty of muted-colored wardrobe staples. As one of you pointed out in the comments section, it is comparable to modern Zegna with a focus on quality materials, very combinable colors and minimalist designs.
Looking at the brand through this lense makes the value proposition clearer. What you are not getting is a “cutting out the middleman so you get lower prices”, but a “we make thoughtfully designed garments from carefully sourced fabrics”.
That said, they do have a wholesale business, which means that they price their garments, albeit being sold directly, to be available through wholesale. Ergo, standard retail multipliers apply. I’d not hesitate to buy any of the above-mentioned categories, especially the linen jersey, which is fairly priced and felt very soft when I got my hands on it at Pitti.
Shop Aurélien here - Watch the video