Guiccardini Kuhl Vermentino Toscana 2024

The story of the KÜHL apparel brand’s connection to Italian wine begins not in the vineyard, but with a mutual appreciation for quality materials, embodied by their dear friend Bernardo.

Bernardo serves as the living link between two ancient traditions: his mother’s family, the noble Guicciardini line, has been mastering winemaking since 1199 at the historic Castello di Poppiano in the Tuscan hills. Meanwhile, Bernardo’s father’s side built a century-old legacy in the specialized textile industry, known for expertly blending natural and synthetic fibers for performance wear. It was this expertise in premium fabrics that initially connected Bernardo with KÜHL at the Outdoor Retailer show in the late 1990s.

That initial meeting quickly forged an instant bond based on shared core values: a fierce commitment to independence, a passion for crafting the absolute best in their respective fields, and a constant respect for tradition while adapting to modern tastes. After years of successful collaboration on the fabrics side, the partnership naturally extended to the Guicciardini family’s wine.