Old money brands have a few things in common: quiet design, good fabrics, classic shapes and little or no visible branding. Some cost thousands, some cost less than a nice dinner. Below are sixteen brands in four groups, from the top luxury houses to the high street, and what each one is best for.
How we chose
- Known for classic, logo-free clothing.
- Good fabrics for the price.
- Pieces that still look right after many years.
Prices change often, so we use a simple guide: € (budget) to €€€€ (top luxury).
Top luxury
1. Loro Piana (€€€€)
The Italian house most people think of first. Known for some of the finest cashmere and wool in the world, and for simple, quiet designs. Best for knitwear, outerwear and soft loafers.
2. Brunello Cucinelli (€€€€)
Based in the village of Solomeo in Umbria, Italy. Known for cashmere knitwear, soft tailoring and a calm palette of greys, beiges and browns.
Photo: @brunellocucinelli_brand on Instagram
3. Ralph Lauren Purple Label (€€€€)
The top line of Ralph Lauren. Classic American tailoring, blazers and knitwear with an English country feel.
Heritage classics
4. John Smedley (€€€)
English knitwear maker founded in 1784. Famous for fine merino and sea island cotton knitted polos and sweaters. A true classic.
Photo: @johnsmedleyknitwear on Instagram
5. Sunspel (€€€)
British brand founded in 1860, known for simple T-shirts, polo shirts and underwear in very good cotton.
6. Brooks Brothers (€€–€€€)
American brand founded in 1818 and known for the button-down oxford shirt. A good place for shirts, chinos and blazers.
7. Barbour (€€€)
British outerwear brand known for its waxed cotton jackets. The classic country jacket.
8. Ralph Lauren Polo (€€)
More affordable than Purple Label. Great for oxford shirts, cable knits and chinos. Choose the pieces with a small logo or none.
Modern quiet luxury
9. Aurélien (€€€)
A younger brand with a Mediterranean feel, known for suede loafers, knitted polos and linen.
10. Luca Faloni (€€€)
London-based brand making simple Italian-made cashmere, linen shirts and knitwear.
11. Pini Parma (€€€)
Italian menswear with a sartorial feel: pleated trousers, soft jackets and knitwear.
12. Sézane (€€)
Parisian womenswear brand with a romantic, classic style: cardigans, blouses and jeans.
Affordable
13. Massimo Dutti (€€)
Spanish brand with classic tailoring, knitwear and leather shoes at high street prices. Good for suits, blazers and trousers.
Photo: @massimodutti on Instagram
14. COS (€€)
Clean, modern basics in calm colours. Good for knitwear and wide trousers.
15. Uniqlo (€)
Japanese brand with some of the best value basics anywhere, including affordable cashmere sweaters and oxford shirts.
16. BLENIN (€–€€)
Our own brand, so we are not neutral here. BLENIN makes old money and quiet luxury clothing for men and women: knitted polos, cable knits, pleated trousers, linen and loafers, at mid-range prices. Orders ship from our warehouse in Europe. Browse the men's and women's collections.
How to shop old money on any budget
- Spend on what you wear most: knitwear, trousers and shoes.
- Save on basics: T-shirts and simple shirts can come from affordable brands.
- Check the fabric label, not only the brand name.
- Buy less, wear it more. A small wardrobe in calm colours goes a long way.
Keep reading
- Affordable quiet luxury brands
- Best quiet luxury brands for men and women
- How to dress old money
- Quiet luxury in numbers
FAQ
What brands are considered old money?
Loro Piana, Brunello Cucinelli and Ralph Lauren Purple Label at the top, heritage brands like John Smedley, Sunspel, Brooks Brothers and Barbour, and affordable options like Massimo Dutti and Uniqlo.
What is the most old money brand?
Loro Piana is the name most often mentioned, thanks to its cashmere and quiet designs.
Are there affordable old money brands?
Yes. Massimo Dutti, COS and Uniqlo offer classic pieces at lower prices. Focus on fabric and fit.
How do you recognise an old money brand?
Little or no visible logo, natural fabrics, classic shapes and calm colours.
