Lucchese Dropped a $10,000 Blanket, and I’m Listening
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My job is telling men what to buy and how to build their life through purchases, be they for style, grooming, home, or anything else. I see so much furniture and fashion products that few things really stop me in my tracks anymore. But last weekend I was scrolling Instagram and I got served an ad for this Lucchese blanket. Full coyote fur? Bold. I clicked through to do some research. I saw it was $10,000 and lined with Loro Piana cashmere. I was at a loss for words.
So here's a "What should men buy?" for you. Men of means, sign up for the Lucchese coyote-fur-blanket preorder. If I had any sort of disposable income, I would've put my card information in the second I had the chance. Do we think I should put it on a credit card?
Royale Blanket
To be fair, this is the algorithm cornering my tastes. I'm a documented lover of Lucchese boots. I'd love nothing more than to live on the RRL ranch. And a few days before I saw this ad I did purchase a coyote-fur-lined coat off eBay. Clearly I don't have problems with coyote fur. In fact, they're doing phenomenal as a species because they're so good—too good, really—at living among humans. In terms of animal welfare, I'm more worried about the coyotes in New York City and the ones getting stuck in grocery stores than the wild ones getting trapped and sold for luxury blankets. But my immediate thought was that Lucchese would be opening itself up to some sort of blowback. Why would it show up on my Instagram ads? Even though I know there are plenty of hunters on staff at Lucchese who are more serious about conservation than people who'd have issue with a fur blanket, I imagine someone is going to be upset by this blanket's existence.
But this isn't an essay about that. This is about the fact that you don't often see American companies outside the fashion sphere developing a strong luxury aesthetic like this. It's all online furniture stores churning out easy-to-buy couches. With limited, hyper-luxury home stuff like this, Lucchese is kind of charting its course as the post-Yellowstone American luxury brand, a space I'd say is currently occupied only by Ralph Lauren. Do I think it's at that level? No. At least not yet. But a $10,000 blanket—not to mention a $17,000 pair of boots—is certainly a statement of intent.
Does any of this matter, in the grand scheme of things? No, not really. I just want one of you to buy this blanket and live my Big Sky ranch dream. But I do think it's great that there's a company carrying the torch of uniquely American luxury designs. We need a cultural institution like that. England has Saville Row. France has the big luxury names. We've got Ralph and now, perhaps, Lucchese.
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