Will real men buy silk? And not silk ties, but silk shirts, silk suits, silk trench coats, silk sweaters and silk…seersucker? Can silk be sold, successfully, as “the cashmere of summer,” and hence raise the stakes in the race for the next luxury fibre once again? These are the questions. Not that Hamlet had to worry about them, of course. Ermenegildo Zegna does.

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