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If Neapolitan tailoring is synonymous in the world with softness and flair, the merit is due in large part to the Rubinacci family. Yet, despite the choice, right away, of clothing tailored with natural sensuality around the manly figure - the exact opposite of the stiff aplomb of Savile Row - the origins of the story are suffused with Anglophilia. It was 1932 when Gennaro Rubinacci, bon viveur and esthete, opened the first store, at the same time tailoring atelier and gentlemen's club, at number 26 of Via Filangeri, christening it London House. He was the scion of a family that had long dealt with good taste and well dressing, having been active since 1844 in the silk trade with India.

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