How To Feel First Class Every Day


With 20 years of study, Piero Verni has worn, designed and been around some of the biggest names in the industry, but no one was creating underwear at the same quality as other garments. For this reason it became his mission to create the worlds best quality men’s underwear. And, if you thought you knew it all when it came to high-end fashion; think again.

SC: What inspired you to create the Piero Verni brand? 

PV: Piero Verni was inspired by my passion for top quality fashion. Over the last 20 years I’ve studied, worn, designed and been around some of the highest end fashion including some of the biggest names in the industry but no one was creating underwear at the same quality as other garments, I then set out on a mission to create the worlds best quality men’s underwear.  

SC: What makes your fashion unique in its quality?  

PV: We don’t only believe that our quality is the best you’ll ever experience, we also Guarantee that if our underwear isn’t the comfiest, we’ll refund you in full.  

SC: What is your brand’s mission statement?

PV: Our mission is to create a brand that offers superior & sophisticated design, premium quality, and unrivaled comfort in each product.

SC: Who would be your target market?

PV: Fashion conscious males around the word.

SC: Define fashion.

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PV: Fashion is a distinctive and constant trend in the style in which people present themselves, piero verni fashion is simple, sophisticated and timeless.  

SC: What skills according to you are necessary for a successful business?  

PV: Hard work , Hard work , relentlessness and more hard work.  

SC: What do you consider the important facet of the fashion industry?  

PV: creativity , passion, flare, being true to yourself and ambition.  

SC: Tell us more about the charity CALM: Campaign Against Living Miserably.  

PV: As a brand with a predominantly male customer base, the mental health of young men is a subject close to our hearts. Busy lifestyles, social expectations, fashionable drug culture, and social media pressures are just some of the anxieties facing young males in a fast-paced 2019.

We have joined forces with the charity CALM (Campaign Against Living Miserably) to support their work in preventing suicide in young men across the UK.

From May 2019 we have teamed up with models, influencers, and celebrities to raise awareness for CALM who offer a FREE and CONFIDENTIAL webchat and helpline 7 hours a day, 7 days a week. To help this important cause, we’ll be donating 15% of all sales in 2019 and will continue to raise awareness...

SC: How can we as a nation aid in the prevention of suicide and offer better solutions, and help, for mental health?

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PV: We believe that with the correct education and more mental health awareness suicide rates could drop dramatically.  

SC: Do you believe that there is still hope where people will have the ability in taking back their lives due to high social expectations and social media pressures?  

PV:  Of course, social media is a fantastic thing and we are blessed to be the generation that witnessed it when it all began, but as much as it can be positive, there are also negative effects of too much. Personally I limit my time on social media and two / three times a year have a week or two break from it totally, it’s really quite refreshing.  

SC: Best advise you can offer?  

PV: Talk to people, remember to smile, get out of the house and look up from your phone once in a while, it’s a fantastic world and there’s lots of amazing people that can help outside of social media.  

SC: Closing thought?  

PV: We love what we do at PV and have great passion and belief for good things in the world. We enjoy what we do. 

To learn more about Piero Verni, go to their website: Piero Verni

Photography by Steven Cuoco

Steven Cuoco