American Marketer


Alfred Dunhill keeps G. Lorenzi alive with temporary exhibit

January 9, 2015

G. Lorenzi archival pieces G. Lorenzi archival pieces


British menswear label Alfred Dunhill is inviting its consumers to its London boutique to share the history of the Cutler of Milan.

The exhibit, housed in Dunhill’s Mayfair location, Bourbon House, will occur after the menswear label presents its fall/winter 2015 line at London Collection: Men on Jan. 12. The exhibit will show archival pieces from G. Lorenzi, a cutlery shop formerly of Milan, that specialized in handcrafted knives, grooming tools and tobacco paraphernalia.

Tradition lives on
G. Lorenzi was located on Via Montenapoleone in Milan since 1929 and has recently shuttered its doors. For enthusiasts of the cutlery shop and its wares, its tradition and heritage has been salvaged by Alfred Dunhill who acquired G. Lorenzi’s archives.

From Jan. 12-15, consumers can stop by Alfred Dunhill’s boutique in Mayfair, London, to view pieces from G. Lorenzi’s shop. Items include shaving brushes made of bone, straight edge razors, combs, chess pieces, dishes and other grooming accessories.

The pieces will be aptly on view in Alfred Dunhill’s Discovery Room.

alfred dunhill.g lorenzi exhibit

G. Lorenzi items on display at Alfred Dunhill

Although the brand has not made any mention of the creation its own grooming line, brands often look back at its archives, or those of brands no longer in existence, to rejuvenate a concept.

As retailers and fashion brands begin to pay more attention to discerning male consumers, British fragrance house Penhaligon’s developed a full range of grooming products.

Penhaligon’s first grooming range was conceived to cater to the needs of the modern gentlemen through various products, all using the perfumer’s Bayolea scent. Due to the strength of the high-end beauty industry, and with male-focused products on the rise, Penhaligon’s will likely see a boost in awareness as it introduces the new range (see story).