Why Linen Is Forever Cool

On El Paseo, Italian brand 120% Lino brings a “natural luxury” philosophy to breezy, breathable collections each season.
Story By: Lisa Marie Hart
Photography by 120% Lino

A cool, classic staple in warm-weather locales around the globe, linen has no rivals when it comes to understated elegance and comfort. In almost any situation, it is a smart choice.

As quite possibly the oldest known textile, explains Italian brand 120% Lino, linen dates back thousands of years with evidence of its use found in cave dwellings and Egyptian tombs. Naturally breathable and woven for strength, fine linen pieces are crafted to last while always remaining in fashion’s good graces.

The 120% Lino store on El Paseo is a designer haven for the brand’s credo of “natural luxury.” Each piece begins with what the company describes as linen’s own DNA: “natural, light, and authentic.” The raw sustainable fiber selected from premium resources worldwide yields the revered fabric, which is then printed, embroidered, beaded, or mixed with silk and cashmere.

120% Lino

Linen revisited. Pair the form and structure of the women’s Oversized Shirt and High Waist Wide Leg Pant with the frivolity of the Zucchero Bag with feathers detail. All from the 120% Lino Spring/Summer 2021 Collection.

“Ultra-light and ultra-cool, linen is the essential fabric in summer fashion due to the versatility and natural elegance that has continued its status throughout the years,” according to brand representatives. “120% Lino collections are designed to enhance this natural fiber, creating distinctive, everlasting styles.”

The Summer 2021 collection pairs classic pieces in soft neutrals with choice floral prints that even feel botanical in nature. Details delight, from an open gathered neckline and petal sleeves edged in fringe embroidery on a short, belted tunic dress to a notch lapel on a timeless linen blazer.

120% Lino

Loose and leisurely for summer, the Embroidered Long Sleeve Shirt and Cropped Capri from the 120% Lino Spring/Summer 2021 Collection receive made-in-Italy texture from the fringed Large Coissant Bag.

120% Lino

Pieces you reach for any time and every time: a Classic Linen Blazer and Capri With Buttons. Also from the 120% Lino Spring/Summer 2021 Collection, the unexpected dangle of the Granita Silk Tassle Earrings.

Getting dressed deliberately, button by button, seems to be encouraged by 120% Lino designs. Wide-leg pants and buttoned shirts flow with your natural movement, following gracefully without clinging. As you walk, they create shape and structure in relaxed forms around you.

Established in 1983 by a young stylist from Bologna, the Italian brand was ironically born in the stalls of London’s Camden Market. When Alberto Peretto unearthed a vintage linen jacket, he was moved with “a yearning for a more authentic past, when timeless, well-tailored garments were stitched from sustainable, naturally luxurious fabrics.”

The brand’s wearability appeals to both women and men who find the pieces blend effortlessly into their established personal style.

The store on El Paseo joins those in Beverly Hills, Miami, Palm Beach, Nantucket, and others around the United States. Like all of the boutiques, it upholds the brand’s other credo: “120% at your service.”

73585 El Paseo, Suite A1118, Palm Desert

120% Lino

There’s a soft side to the men’s Soft Faded Swiss Dots Slim Fit Linen Shirt, part of the 120% Lino Spring/Summer 2021 Collection, available in 8 sizes.