“We italians have that in our blood” 

Man’s fashion design and dual identity on Maximilianstraße

Walking down Munich’s prestigious Maximilianstraße, luxury fashion is often defined by sleek windows and quiet exclusivity.

Yet inside Luxward GmbH, Managing Director Lina Failla infuses classic menswear with a refreshing, natural warmth. As a second-generation Italian born in Munich, Lina has spent the most part of the last decade balancing the structured demands of German business with her vibrant Italian heritage. Having known her as a friend of my aunt, I have long admired her advice as I settled into the city. Today, she opens up about her journey, her business, and the culture that shapes her.

How would you describe the atmosphere inside your store on a typical Saturday afternoon?

Every day is different, but Saturday afternoons are among our strongest sales days. It is the moment when people consciously set time aside to shop, so they arrive far less stressed than during the week. The atmosphere is relaxed and unhurried, and clients are happy to settle into longer, more in-depth consultations, which is exactly what I love about those afternoons.

What drew you specifically to classic menswear when you started your business?

Men are, by nature, creatures of habit. Once a man feels at home in a store and trusts the person serving him, he becomes remarkably loyal, he comes back again and again. That makes it possible to build client relationships that last for many years. Womenswear, by comparison, is much more strongly driven by advertising and brand campaigns.

How has your collection evolved over the years you’ve been running the shop?

Our buying has become highly targeted to our regulars and to the specific needs of the German climate. We don’t have months of summer above 35 degrees here, so our summer collection is really more of a spring collection by Mediterranean standards. Winter is our stronger season: German winters are longer and colder, so our clients simply need more. Buying has to be precisely tailored to the region and the people we serve.

As a second-generation Italian growing up in Munich, how do you see your dual cultural identity reflected in your everyday life?

By now it is deeply ingrained in us. Growing up here, I naturally adopted what people call “German” qualities like punctuality, precision, reliability. During the day, life follows a German rhythm: the store, school, work. But as soon as we are home, our Italian culture takes over: cooking together, sharing dinner, and spending time with family. My clients see me as Italian, and I bring that joie de vivre, la dolce vita, into my role as managing director. Clients find it refreshing because it is never stiff or formal.

How do you preserve these traditions with your fifteen year old daughter?

Italian is her mother tongue because we speak only Italian at home. Her close bond with our relatives in Italy, and the holidays we spend almost exclusively there, keep those traditions alive. We also made a very conscious decision to send her to an Italian school here in Munich. I wanted her to learn Italian history and culture from the start. Today, she embraces her identity completely and naturally looks toward a future in Italy.

What major hurdles did you encounter when launching your business?

First of all, everything in Germany is very clearly defined; permits, applications, tax obligations, and legal support for franchise and lease agreements. Financing was another big topic. Rather than taking out a large bank loan, I brought in a private investor to co-invest in the project. Beyond the launch, the ongoing challenge is keeping a store like this resilient against global political and economic changes. You constantly need fresh ideas to remain self-sustaining.

How does your Italian heritage influence your eye for fashion and craftsmanship?

I come from an artistic family, from stonemasonry to sculpture. To me, fashion is simply another form of artistic expression. We Italians have that in our blood: we savour life and take pleasure in beautiful things. Italian tailor craftsmanship combines wonderfully with both private and professional identity. It is about showing who you are and how you choose to present yourself without losing the joy of art and colour.

Over the past decade, how has your relationship with your regular clientele evolved?

Client loyalty and trust are everythingfor a store. Over time, you become part of your clients’ lives: weddings, births, anniversaries. Menswear is very personal because clients change, they gain or lose weight, or they have special life events. You give a little of yourself, and in return you learn a great deal about their lives. The more you share and the longer the relationship lasts, the more it becomes almost like family and that is how it has deepened over the years.

What has been your most rewarding milestone?

I think it is where I stand today is the milestone I am proudest of. Over the past twenty years, I worked my way up from fashion consultant and sales associate to store management, and then took the leap into running my own business. It involved many hurdles and risks, but I feel I have now arrived at a point where I am truly where I want to be.

What advice would you give to immigrants looking to start a business in Munich?

Have clear goals and inform yourself thoroughly about legal requirements beforehand. Make sure you have a solid financial cushion, because staying afloat today is not easy. While living abroad can sometimes feel heavy as you get older and feel drawn back to your roots, Germany remains a very strong place that offers great opportunities to grow both personally and professionally.

The beauty in Munich’s life – By Grassi Marco

This interview has been edited for length and clarity.