Founder & CEO Antonino Aiello on the Timeless Elegance of Linen, Sustainability, and the Future of Fashion
In the world of luxury fashion, 100% Capri stands out for its dedication to a single fabric: linen. Under the visionary leadership of founder and CEO Antonino Aiello, the brand has redefined linen, transforming it from a simple summer fabric into a symbol of timeless elegance and sophistication. Combining traditional Italian craftsmanship with cutting-edge innovation, 100% Capri has become synonymous with sustainable luxury, offering clothing that is both stylish and environmentally responsible.
In this exclusive interview, Aiello shares the inspiration behind his brand, discusses the meticulous manufacturing processes that make 100% Capri’s linen unique, and reveals how sustainability shapes the brand’s philosophy. From iconic partnerships to global expansion, Aiello offers insight into the brand’s journey and its future ambitions, including exciting innovations like LinenJeans® and the upcoming Linen Winter collection.
Mr. Aiello, 100% Capri is renowned for redefining the use of linen in fashion. What inspired you to focus exclusively on linen, and how did your journey with this fabric begin?
I have always been captivated by the delicate beauty of linen and its refined texture. This fascination grew into a passion, which led me to focus exclusively on linen. My goal was to explore its full potential and create timeless, elegant pieces that showcase its unique qualities.
Linen has a timeless appeal, but it has not always been viewed as a luxurious fabric. How did you transform linen into a symbol of elegance and sophistication in the fashion industry?
100% Capri was the first company to believe in linen and bring it into the luxury sector. We were pioneers in elevating this fabric and educating the entire fashion market about its potential.
Your brand emphasises traditional Italian tailoring combined with innovative technology. Can you share some insights into the manufacturing process that makes 100% Capri’s linen unique?
The uniqueness of 100% Capri’s linen starts with the highest quality standards, right from the plantations. Our team works daily to stay in tune with innovation. For example, our latest creation, LinenJeans®, allows you to wear jeans even in the summer while staying cool, as they are made entirely of linen.
Sustainability is a cornerstone of 100% Capri’s philosophy, with a commitment to zero irrigation, zero waste, and biodegradable products. How important is sustainability to your brand, and how do you see it shaping the future of fashion?
We are a 360-degree sustainable company, fully respecting the nature of linen. Everything we do, from our products to our packaging, is entirely sustainable. Sustainability is not just important; it’s central to how we operate and will shape the future of fashion.
100% Capri has a strong relationship with Seddiqi. Could you share how this partnership began and how it has evolved over time?
Yes, we’ve been collaborating with Seddiqi for 12 years, and we now have three prime locations in Dubai.
100% Capri’s collections are described as a pure pleasure to wear, almost like a second skin. What’s your secret to achieving such comfort and quality in your garments?
Our attention to detail at every stage of production is the real secret. From selecting the finest linen to artisanal processing, every element contributes to the comfort and quality of our garments.
Linen is known for being cool in summer and insulating in winter. How do you balance functionality with luxury in your designs, ensuring that your pieces are not only beautiful but also versatile?
Years of study and research have gone into finding the best weaving methods and adapting various types of linen fabrics—whether smooth linen, herringbone linen, linen jersey, or linen yarn—to create versatile and luxurious designs.
Your passion for linen is clear in your quote, “Linen is timeless beauty, purity, and perfection.” How do these values influence your creative process when designing new collections?
As a connoisseur of beauty, I have always pursued it in my work. For me, it’s a natural process, and these values—beauty, purity, and perfection—guide everything I do when creating new collections.
100% Capri has a strong presence in some of the world’s most prestigious locations. How do you decide where to open new boutiques, and what is your vision for the brand’s global expansion?
For our boutiques, we select only iconic locations that fully reflect the brand’s philosophy. This alignment is crucial for our international success, and we intend to continue expanding in such carefully chosen destinations.
Fashion trends are constantly evolving, yet 100% Capri remains focused on the timeless nature of linen. How do you balance staying true to your brand’s core while adapting to the changing landscape of fashion?
By remaining curious, constantly reading, observing, and studying everything related to changes and innovations in the fashion industry—especially those that respect the planet—we are able to adapt without compromising our brand’s essence.
Looking ahead, what are your aspirations for 100% Capri? Are there any innovations or projects you are particularly excited about that you can share with us?
We are working on producing “Linen Winter,” and I’m excited about a new project focused on advancing studies into linen’s performance. We aim to demonstrate to the market how linen performs in extreme conditions, such as 30°C heat with over 80% humidity. It’s remarkable.