About Us

The house story / No. 02Claudio Lugli · Since 2001

Independent. Family-run. Designed in London.

A family.
A city.
A world of colour.

Claudio Lugli is a family-run London fashion brand founded in 2001 by designer Hossian “Hoss” Salimian. We create expressive printed shirts and clothing for people who bring their own character to what they wear.

Step into the collection
Claudio Lugli’s Midsummer floral printed shirt
Print in focusThe Midsummer print. Colour, botanical detail and a shirt with a point of view.
Since 2001An independent family house
Designed in LondonPrint, colour and considered detail
A closer conversationWith the people who wear us

01 / The people behind the colour

A family business.
A shared instinct.

The story starts with Hoss and a conviction that a shirt can carry more than a dress code. It can speak to the things you love, mark an occasion or change the way you feel.

Today, Hoss and Roya work alongside their sons Nav and Omid. Design, commerce and communication share the same family conversation, with a close interest in the people choosing the next shirt.

The facts behind the story
01 / The family

Hossian “Hoss” Salimian

Founder & designer

The founder’s eye for expressive print remains central to the house and its design direction.

02 / The family

Roya Salimian

Family & business partner

Hoss’s wife and long-standing partner, working alongside him in the family business.

03 / The family

Nav Salimian

Marketing Director · joined 2013

Connecting the family business with its online community, ecommerce and high-profile collaborations.

04 / The family

Omid Salimian

Creative Director & Head of Ecommerce Operations

Bringing product creativity and the online shopping experience together.

Vintage Disc printed shirt with a navy contrasting inner collar
01 / The collar.
A navy inner collar inside the colourful Vintage Disc print.
Musical Medley shirt with a bright pink turn-back cuff
02 / The cuff.
A flash of pink inside the Musical Medley print.

03 / Look a little closer

The second
first impression.

The print catches your eye. Then comes the detail you discover by wearing the shirt: an open collar, a turned cuff, a line of unexpected colour.

  • A contrast worth revealing

    Inner collars, cuffs and plackets offer another layer of colour on selected styles.

  • The small things, considered

    Coloured buttons, buttonhole stitching and textured finishes can become part of the composition.

  • Cloth that carries the idea

    Satin-weave Egyptian cotton is a signature cloth. The wider collection also explores other materials and finishes.

Explore the Construction Guide

Details and composition vary by garment. The Fabric Library explains the cloth; the product page and care label describe your shirt.

Claudio Lugli’s photographic Highland Cow print shirt
The natural worldPhotographic Highland Cow print, seen on the finished shirt.

04 / A conversation becomes a collection

We listen.
You wear it
your way.

Good conversations happen at a show, in the showroom or beneath a customer’s photograph. They tell us what people love, what they want next and what a shirt means once it becomes theirs.

When Nav helped take the family business online, that conversation found another home. Spotted in Claudio grew from noticing the connections between customers and their interests. In his account for AdRoll, he describes asking customers about future collections, with pheasant and horse prints among the ideas shaped by conversations at shows.

It is a continuing exchange with the people who give the clothes a life beyond the hanger.

Join Spotted in Claudio

In their own words: Nav’s account of building the brand’s online community. Facebook may ask you to sign in.

05 / Print has a public life

Character meets
character.

Claudio’s visual world has met unmistakable personalities in sport and entertainment. Two documented moments show expressive dressing in a bigger story.

Wrestling & visual identity

WWE Icons

The officially licensed WWE Icons range brings wrestling identities into print. In March 2021, WWE also featured Pretty Deadly wearing Claudio Lugli in its tribute to iconic tag teams.

Explore WWE Icons

See the Pretty Deadly photoshoot · 4 March 2021

06 / Meet us where the colour lives

London, in person.

See the colour up close, feel the cloth and find your fit. Our London showroom offers free private appointments with personal styling help.

Unit 4 Magic House
Streakes Field Road
London NW2 7GD
Request a showroom appointment

Appointments are confirmed by the team after your request.

Find us on the road

Shows and events take the conversation outside London. Check the latest information.

Find your local stockist

Find a retailer, then ask about its current range and availability.

Find your next print

Explore designs and fit notes. Choose the shirt that feels like you.

The useful details

A little more
about us.

Clear answers about the family, the design and how to meet us.

Who founded Claudio Lugli?
Designer Hossian “Hoss” Salimian founded Claudio Lugli in 2001. The independent family business includes his wife and long-standing partner Roya, and their sons Nav and Omid. Read the Brand Facts.
Where are Claudio Lugli designs created?
Claudio Lugli develops its collections in London. The house brings its founder’s design direction together with the next generation’s work in creativity, ecommerce and communication.
What makes a Claudio Lugli shirt distinctive?
Expressive prints, colour and contrast are recurring Claudio Lugli signatures. Selected designs feature contrasting inner collars, turn-back cuffs and plackets, coloured buttons, buttonhole stitching, embroidery or textured finishes. Details vary by style. Explore the Construction Guide.
Are all Claudio Lugli shirts Egyptian cotton?
No. Satin-weave Egyptian cotton is a signature cloth, while the wider range includes other fabrics and finishes. Composition varies by garment. Check the individual product description and sewn-in care label for the shirt you choose. Visit the Fabric Library.
Can I visit Claudio Lugli in London?
You can request a free private appointment at the London showroom, Unit 4 Magic House, Streakes Field Road, London NW2 7GD. The team can help with fit and styling, and will confirm your appointment after your request. Request an appointment.

A little more colour.
A little more you.

Shop the printed shirtsExplore the brand facts