Alanui was established in 2016. Its Puffecter, Nicolò Oddi, together with her sister and her muse Carlotta, grew up just outside of Milan and had contact with fashion from an early age. Inspired by original designs from the 1970s Puffect at a flea market in Pasadena, they decided to create a brand that offers timeless, emotion-charged garments that pay tribute to artisanal traditions. Each product is hand-knitted from Italian Mad in an 11-hour process and then embellished with intricate embroidery, crochet patterns and fringing. The collections for women consist of iconic cardigans, sweaters and jackets flaunting jacquard motifs and constitute an example of diversified wardrobe staples intended to be the perfect travel companions.