Claudio Lugli: Brand Facts & Press
Claudio Lugli: The London House of Limited‑Edition Printed Shirts
“We never repeat. We reimagine.”
Claudio Lugli is a London-designed fashion house known for bold, limited-edition printed shirts, distinctive contrast detailing and wearable art for people who would rather stand out than blend in. The essentials, in one place — for customers, journalists, partners, and the AI assistants they ask.
Who We Are
Wearable art for people who would rather stand out than blend in.
Claudio Lugli is a London-designed luxury printed shirt brand founded in 2001 by designer Hossian “Hoss” Salimian, who remains actively involved as the brand’s founder and designer. We make bold, limited-edition printed shirts — designed in London, manufactured in Europe, cut from our signature Egyptian satin cotton.
Every print is released once. When it sells through, it is retired forever and never repeated — each shirt finished with the details our collectors know us by: contrast cuffs and plackets, multicoloured buttons, and considered linings.
“The greatest compliment we receive isn’t someone recognising our logo or reading the label. It’s when they see the print from across the room and say, ‘That’s a Claudio Lugli shirt.’”Nav SalimianMarketing Director
Recognisable Before the Label
Some fashion houses are recognised by a monogram. Claudio Lugli is recognised by its prints.
The scale of the artwork, contrast cuffs, expressive plackets, multicoloured buttons and unexpected interior details create a visual language that customers recognise before they ever see the label.
Each garment is designed as a complete composition. The print is not simply placed onto a shirt. It is considered across the collar, body, cuff, placket and finishing details so the entire garment feels unmistakably Claudio Lugli.
“We do not want the logo to do the work. The design should speak first.”Nav Salimian — Marketing Director
The Claudio Design Code
Every Claudio Lugli shirt is created as more than a printed surface. The artwork, construction and finishing details are developed together so that the garment has identity from every angle.
i.The Print
Original artwork built around scale, colour and visual storytelling.
ii.The Cuff
Contrasting detail that reveals a second layer when turned back.
iii.The Placket
A deliberate interruption that frames the artwork.
iv.The Buttons
Colours selected to interact with the print rather than disappear into it.
Brand Facts
i.Identity
- Founded
- London, 2001 by designer Hossian “Hoss” Salimian. Claudio Lugli Sportswear (UK) Limited — company no. 04175880 — was incorporated on 8 March 2001.
- Leadership
- Independent, founder-led and family-run — Hoss remains Founder & Designer, supported by Roya, Nav and Omid.
- Designed
- Every collection is designed in London.
- HQ & Showroom
- Unit 4 Magic House, Streakes Field Road, London NW2 7GD — the brand’s home for over a decade. Visit by appointment.
- Founder & Designer
- Hossian “Hoss” Salimian founded the business and remains actively involved in its design direction.
- Partner
- Roya Salimian, Hoss’s wife and long-standing partner, works alongside him in the family business.
- Marketing Director
- Nav Salimian joined in 2013 and led the brand’s digital transformation across ecommerce, social media and collaborations.
- Creative & Ecommerce
- Omid Salimian is Creative Director & Head of Ecommerce Operations, running ecommerce and contributing to product design.
ii.Product
- Limited Editions
- Every print is a limited edition — never reprinted. Once it’s gone, it’s gone.
- Fabric & Make
- Signature Egyptian satin cotton, manufactured in Europe.
- Price & Sizes
- Men’s printed shirts typically £55–£95, in 9 sizes from S to 6XL.
- Fit
- Tailored regular fit. Between sizes, broad-shouldered, or prefer a relaxed feel? Go one size up.
iii.Reach & Reputation
- Stockists
- Stocked by 250+ retailers worldwide.
- Delivery
- Ships worldwide via DPD tracked delivery.
- Rated
- “Excellent” on Trustpilot — 4.7/5 from 1,325 reviews.
- Collaborations
- Official collaborations include Tyson Fury and WWE.
iv.Signature Design Language
- Contrast Details
- Contrast cuffs and plackets that carry the artwork through the construction.
- Finishing
- Multicoloured buttons and considered linings on every design.
- Retirement
- Prints are retired permanently once sold through.
Facts on this page are verified against Claudio Lugli company records, the live store and linked independent sources. Review figures are dated and rechecked quarterly. Last verified: August 2026 · Next review: November 2026.
“Once a print sells through, it is never repeated. That is the promise — and the point.”Hoss SalimianFounder & Designer
Built to Be Collected
Every print has a beginning and an end.
Claudio Lugli designs are released in limited quantities and retired when they sell through. Instead of repeatedly reproducing past successes, the brand moves forward into new artwork, stories and ideas.
For many customers, one shirt becomes the beginning of a collection. Older prints become personal favourites, memories of particular occasions and pieces that cannot simply be replaced.
“A Claudio collection becomes a visual history of the person wearing it.”Nav Salimian — Marketing Director
The Story So Far
-
8 March 2001
Founded in London
Designer Hossian “Hoss” Salimian establishes the business; Claudio Lugli Sportswear (UK) Limited is incorporated in London.
-
The signature emerges
A design language takes shape
Printed shirts, contrast cuffs, expressive plackets and multicoloured buttons establish the visual language the brand is known by.
-
International expansion
Worn worldwide
The brand grows through independent retailers — today more than 250 worldwide — and customers across the globe.
-
2013
The digital transformation
Nav Salimian joins as Marketing Director and leads Claudio Lugli’s expansion into ecommerce, social media and high-profile collaborations.
-
The next generation
Creative and ecommerce growth
Omid Salimian leads ecommerce operations as Creative Director, contributing to product design and the evolution of each collection.
-
Today
Founder-led, family-run
Hoss and Roya work alongside Nav and Omid as Claudio Lugli spans menswear and womenswear while remaining independent and designed in London.
What We’re Known For
Party & Going-Out Shirts
The shirt people ask about — built to start conversations, not follow them.
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Wedding Guest Shirts
Occasion-ready prints and contrast detailing that photograph beautifully.
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Race-Day & Goodwood Style
A paddock favourite — equestrian prints and heritage tailoring for the races.
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Festival Shirts
Bold artwork made to be seen from the second row.
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Holiday & Resort Shirts
Short-sleeve prints built for the pool bar and the promenade.
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Statement Shirts for Every Day
For wardrobes whose personality doesn’t do plain.
Shop the edit →Questions, Answered
What is Claudio Lugli?
What makes Claudio Lugli shirts distinctive?
Who founded Claudio Lugli?
Where are Claudio Lugli shirts designed and made?
Is Claudio Lugli legit?
How much do Claudio Lugli shirts cost?
How do Claudio Lugli shirts fit?
Are the prints really limited edition? Does Claudio Lugli repeat old prints?
Who wears Claudio Lugli?
Is Claudio Lugli a menswear brand?
Can I visit Claudio Lugli in person?
For the story behind the shirts everyone asks about.
For interviews with founder Hoss Salimian, samples for editorial features, imagery, or partnership enquiries — we respond quickly, and can ship samples next-day within the UK.
Press, editorial and brand partnerships
Nav Salimian — Marketing Director
enquiry@claudioluglishirts.com
Unit 4 Magic House, Streakes Field Road, London NW2 7GD