André Maurice | A Century-Old Italian Cashmere Brand Loved by Locals – Basic Essentials for Men & Women
André Maurice entered the Chinese market in 2022, officially launching their Little Red Book account and WeChat public account. However, the public account stopped updating that same year, and by 2023, the Little Red Book account also ceased posting content. Despite these initial promotional challenges, by 2024, the brand gradually gained recognition on Little Red Book as a "Loro Piana alternative" due to its excellent value for money, attracting a certain level of attention. Nevertheless, its overall brand awareness remains low, and purchasing channels in China face numerous restrictions, with relevant channels only available in Hong Kong and Taiwan regions. I'm also encountering this brand for the first time and have learned that they offer cashmere clothing products for both men and women.
André Maurice boasts a century-long history, with the brand still being passed down within the family, currently in its fourth generation. It consistently upholds the "Made in Italy" philosophy, emphasizing the preservation of Italian craftsmanship. Italian brands that stay true to their roots typically maintain good quality, so I specifically wrote an article about this.
Choices, whether pleasant or not, are part of the life of a company, and of its entrepreneur. They can generate various states of mind, including, at least for me, a sense of responsibility. Responsibility towards myself and my family, towards employees, customers, the territory, history and towards the three generations that preceded me and those that will follow me.
A cashmere brand like André Maurice, which may not be particularly well-known but offers exceptional value for money, is quite appealing. After all, for average consumers in any country, top-tier luxury cashmere brands are relatively expensive. Furthermore, these types of brands have numerous outlet stores in Italy that frequently offer discounted promotions, making them popular among local Italians. During the Christmas season, there are even scenes of people queuing up to shop outside the factory in Casale Monferrato.
Below is André Maurice's outlet factory in Casale Monferrato, an hour's drive from Milan. Currently, André Maurice's headquarters is located in the small town of Vercelli, slightly north of Monferrato.
The top left corner of the photo marks the origins of those cashmere brands I've written about previously. André Maurice's origin is not located in the mountainous and waterside Biella because when the brand was first established in 1921, founder Giulia Allario primarily engaged in handcrafted knitwear business and did not yet emphasize the use of cashmere fabrics. Cashmere brands in northwestern Italy only began to develop around the 1970s, and most of the Italian cashmere brands I've written about were established during this period and gradually achieved stable development. Before this, the dominance in the cashmere field was held by the British.
These brands with over 100 years of history that I've written about previously include N.Peal , Le Kasha, Akris,Nehera and Piacenza 1733
Brands with successful family succession can continue for centuries, like Piacenza 1733. Those with poor family management or deeply affected by war have taken different paths. Some brands, like Czechoslovakia's Nehera, were shelved for years before being rediscovered and relaunched, though unfortunately, their original brand DNA has been lost, merely borrowing historical reputation and brand name. Other brands, such as N.Peal and Le Kasha, have maintained their focus on cashmere even after being acquired by others or relaunched after 100 years. Additionally, brands founded by women, like Akris and André Maurice, have successfully achieved succession, being taken over by male descendants who further promoted them and transitioned toward more high-end suit and cashmere sectors.
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The André Maurice brand was established in 1921 when Giulia Allario purchased a Dubied 8/80 machine and began producing handcrafted knitwear in the Monferrato hill region. This was during a turbulent period in Italy with high unemployment and volatile consumer markets, but Giulia persisted with production.
In 1945, Giulia's daughter-in-law inherited the knitting craft and opened a small family workshop.
In 1968, innovations in technology and style were implemented, and Agnesi S.p.A. was created, giving birth to the André Maurice brand.
Through gradual exploration in knitwear, the brand focused on cashmere as its primary fabric, positioning itself as a premium cashmere brand.
"Having been passed down through four generations of our family, we draw lessons and inspiration from our hundred-year history, which represents a precious heritage for us. These hundred years are far more than a simple commemorative period; they represent the value of experience created by the passage of time."
The André Maurice brand continues to uphold the handcrafted knitting tradition established by Giulia Allario in 1921, emphasizing the preservation of Italian artisan knitwear skills.
We strongly believe in the value of Italian artisan knitwear as a cultural heritage and creative tool. For us, keeping this tradition alive, means valuing knowledge and manual skills and passing them on to future generations.
At the same time, like all responsible Italian entrepreneurs who stay true to their roots, they emphasize local Italian production rather than selling to major fashion capital or reducing costs by manufacturing in Tunisia or even China. André Maurice selects their own yarn, produces their own thread, designs their own clothing styles, and maintains control over the entire garment production process as much as possible. Combined with their emphasis on preserving craftsmanship (now beginning to establish an in-house training school for craft heritage), they demonstrate a strong sense of mission.
The André Maurice brand's main markets are currently concentrated in Italy, Russia, South Korea, and some small and medium-sized Central and Eastern European countries. In China, it is only available in Taiwan and Hong Kong.
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André Maurice specializes in men's and women's cashmere sweaters, drawing inspiration from nature, such as the texture of cracked earth and the blooming of dandelions.
The André Maurice official website actually has relatively few ready-to-wear items and no purchase links, offering only some lookbooks, but the overall cashmere quality, thickness, and solidity are well executed.
Because André Maurice designs everything in Italy without closely following fashion trends, you can see some different stripe color combinations like these below:
They also have these more basic cashmere sweaters that are timeless. André Maurice also incorporates some sequin elements.
The women's long cashmere vests and cashmere coats likely have excellent quality as well, appearing smooth even in photos. However, the styles tend to be more basic.
For André Maurice menswear, check out the cashmere sweaters, vests, and jackets.
Among these, the cashmere sweaters with parallel ethnic patterns, men's down vests, parkas; women's sequin elements, cashmere vests, and boot styling somewhat remind me of BC. André Maurice primarily focuses on basic styles, which differs from Malo that specializes in colorful, ultra-thin basic cashmere items. André Maurice's cashmere tends to be thicker, and André Maurice specializes in sweater categories, rarely making pants or skirts, which aren't their strength.
Epilogue
Like Malo, André Maurice is a niche cashmere brand favored by Italian local consumers. They not only feature fine craftsmanship but also offer more affordable prices compared to brands like Brunello Cucinelli , Lora Piana, and Lanificio Colombo. Both brands adhere to basic design styles and manufacture their products in Italy. However, André Maurice has a relatively smaller product range and, in terms of fabric craftsmanship, falls slightly short compared to Malo, which also serves as a fabric supplier. In the Chinese market, both brands have low brand awareness. It remains unclear whether André Maurice will continue to promote in the Chinese market.
In reality, relying solely on cashmere sweaters as a single category, lacking marketing expertise, and without the advantage of being a fabric supplier, the brand seems to face pressure in its global development. Currently, its market expansion focuses mainly on Russia, South Korea, and Eastern European countries, deliberately avoiding major markets like China and the United States that most Italian cashmere manufacturers would target.
As stated on their official website, André Maurice will continue to persevere, striving to begin the next century of the brand's development.
"We will continue to work hard to ensure that Andrè Maurice continues to grow in order to arrive and be prepared for its second century of life."
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