About Us
"We never repeat. We reimagine. Every Claudio Lugli shirt is a piece of wearable art — designed to be seen, and made to be remembered."
Made to start conversations — never to blend in
Claudio Lugli was born from a simple conviction: a shirt should never be background. Founded in 2001 by Hossian “Hoss” Salimian and designed in London, the house has become known the world over for prints with personality — motorsport and music, wildlife and wild imagination, heritage and the avant-garde, all rendered in colour you can feel from across a room.
Where the rest of menswear whispers, Claudio Lugli roars. And once a print sells through, it never returns — so the man who wears it owns history.
Hossian “Hoss” Salimian — founder and designer
Founder and designer Hossian “Hoss” Salimian is the business brainchild behind Claudio Lugli — still innovating, still designing and still chasing the next idea. You will find him on the road at the events our world revolves around: Goodwood, Burghley, Royal Windsor, the Game Fair and in our London Showroom.
His wife and long-standing partner, Roya Salimian, works alongside him. Their sons carry the family business forward: Nav Salimian, Marketing Director, joined in 2013 and led Claudio Lugli’s digital transformation across ecommerce, social media and high-profile collaborations; Omid Salimian, Creative Director & Head of Ecommerce Operations, runs the ecommerce operation and contributes to product design.
Together they remain close to the customers who wear the brand. It is in those conversations — in a field, a paddock, a marquee or online — that many of the next ideas begin. This is a family business designed with its community, never merely for it.
Designed with our community
Over the years we have cultivated something rare in fashion: a genuine community. Our “Spotted in Claudio” Facebook group has grown into a living gallery of the men and women who wear us — and a constant stream of ideas, inspiration and honest opinion.
It tells us, directly, exactly what our clients want to wear next. Many of our most-loved prints began as a conversation there. Fashion as a two-way street: we design with our community, and they design with us.
An ever-evolving world of print
The collection is never finished. Each season the range grows — new themes, new stories, new obsessions — while the old are reimagined rather than repeated. A pheasant becomes a study in courtship; a race circuit becomes a portrait of speed; a skull becomes a celebration of life. Bringing these worlds to life takes more than a motif: it takes an instinct for scale, placement and colour that turns pattern into art. That is where the genius lives — in the leap from idea to icon.
The genius is in the detail
Look closer. A Claudio Lugli shirt reveals itself in the details others leave out — nothing here is accidental. Every finishing touch is a small act of design.
A hidden flash of colour, revealed only to those who look — the print continues where the eye least expects it.
Behind the buttons, a considered detail: the placket carries its own story, surprising when the collar opens.
Chosen shade by shade to echo the print — individually considered, never straight off the shelf.
Egyptian satin cotton and specialist cloths, selected for how they carry colour and make a print sing.
Drawn in London. Made in Europe.
Every print is designed in-house at our London office, then crafted in Europe by makers who share our standards. Each shirt is cut from the finest Egyptian satin cotton — smooth, breathable, with a quiet sheen that gives our prints depth and our shirts their drape.
Produced in limited runs, every design is a small edition. Bold on the outside, considered on the inside: a tailored fit, a clean finish, and colour that holds wash after wash. Craft in service of art.
Worn across Britain and beyond
From our London base we supply over 250 active stockists/boutiques and ship worldwide from the UK. Our shirts have a loyal following among bold personalities in sport and entertainment — home to official collaborations including the Tyson Fury “Gypsy King” range and the WWE Icons collection, plus cause-led pieces supporting Prostate Cancer UK.
