Leonida Profile
Sessanta Nove is the Vice City luxury brand that makes looking casual extremely expensive. The product is the linen shirt that costs more than a suit from Ponsonbys. The sunglasses that cost more than the shirt. The aesthetic is Italian coastal wealth translated into a Vice City context, which means it fits perfectly because Vice City's wealthy demographic has been trying to replicate that aesthetic for forty years.
The brand name is deliberate. Sixty-nine in Italian. The brand does not comment on this. The branding does not reference it. The Vice City customer who reads Italian understands it and purchases accordingly. The customer who does not read Italian reads the price tag and purchases accordingly. Both groups are the target market.
The store on the Vice City luxury strip is smaller than Ponsonbys and more expensive per square foot of product. This is intentional. Scarcity of floor space is part of the brand communication.