What is Antony Morato known for?

Antony Morato is a contemporary Italian menswear brand that has consistently combined Italian heritage with a global approach to style since 2007. Founded by Lello Caldarelli and owned by the Essedi S.p.A. group, the brand operates from the Nola-Marigliano region near Naples. The name itself? Chosen specifically to sound natural in every language.

Quick facts:

What is Antony Morato known for?

The target group consists of dynamic men aged 25 to 45 who need clothes that work in multiple scenarios: work, an evening out, a meeting after a business trip. Antony Morato calls his approach “soft tailoring,” a mix of elegant finishing with casual ease. There’s no need to change between the office and dinner.

The brand is present in over 60 countries and strongly focuses on an omnichannel strategy, combining brick-and-mortar stores with digital sales. The scale? Quite significant, but this is just the beginning of their story about style.

DNA of style

The entire philosophy of Antony Morato revolves around the term “soft tailoring”, meaning blazers and tailored trousers that you can easily pair with a T-shirt and sneakers. Clean lines, modern silhouettes, and functional details that work both in the office and at a weekend gathering.

Key elements of the collection

In the offer, you’ll find a truly wide range:

• shirts and jeans
• chinos, jackets and coats
• suits, blazers, and knitwear
• T-shirts, polo shirts, swimwear and beachwear
• footwear (sneakers, sandals, elegant derbies)
• accessories

Somewhere around 2010/2011, Antony Morato Junior also appeared, so that younger customers could have their own version of this style.

Seasonally, the brand highlights ” black essentials ” (black basics work practically everywhere), linen tailoring for the warmer months, and bi-stretch or technical fabrics that hold their shape and don’t crease. An example? A linen blazer plus chinos and white sneakers for the day. Or black trousers, a black T-shirt, and leather derbies in the evening. Simple, functional, without unnecessary frills.

This is clothing for the dynamic man (roughly 25-45 years old), who needs versatile outfits for everything from work and travel to an evening out. And now, a bit about the scale of the brand’s operations.

Brand scale

Antony Morato is now a corporation present in over 60 countries, but its journey from a local idea to a global network is truly an interesting story. It’s worth looking at the numbers and milestones, as they show the scale of this brand’s ambition.

Key milestones

The growth rate is truly solid. From a single store to a network of 80-100+ monobrand locations, 120+ shop-in-shops, and over 1,100 multibrand partners in just over a dozen years—that’s impressive.

Scale and numbers

Sales structure? About 30% Italy, 50% the rest of Europe, 20% outside the EU. E-commerce is growing dynamically (up 42% in one period, about 7% of total sales). Revenues hover around €76.2 million (2023), €78–78.2 million (2024), with a target of ~€85 million for 2025.

The expansion focuses on Spain, Latin America, the Middle East (Egypt plans 7 stores), Mexico, and India. The flagship store in Milan (Corso Buenos Aires) is the brand’s showcase.

New categories and initiatives

From 2026, eyewear is being introduced, in collaboration with Mondottica: 4 sunglasses models in 10 colors, available in stores and online. They are exploring licenses for fragrances, watches, luggage, plus a travel retail line.

Image projects? TSOU supports young DJs. In sustainability, they promote the “Care For Future” program, although the Good On You organization rates them as “We Avoid.” Somewhat mixed signals, honestly.

What stays in your mind after removing the tag?

Antony Morato is, in fact, an interesting case because it shows that Italian style doesn’t have to be elitist or out of reach. The brand has skillfully combined a recognizable aesthetic with a realistic price, which appeals to those who want to look good without breaking the bank. And honestly, it’s this very accessibility that makes it memorable.

The question is: after removing the tag, do you feel like you have a piece of Italy, or rather a well-calculated compromise? Probably a bit of both. For many people, that’s more than enough, especially when the alternative is much more expensive options of comparable quality.

Ultimately, you wear what suits you, not a logo.

ZEN 89

Luxury Blog editorial team