Loro Piana has long been the epitome of an IYKYK brand, one that — at least until recently — has eschewed any hint of marketing, existing in the kingdom of the wealthy as a status symbol so subtle that typically only those with the means to shop for the clothes would recognize it. That has made it the quintessential “quiet luxury” brand, with jackets sell for upwards of $27,000, allowing rich people — from a tradition of Goldman Sachs executives to Bill Gates — to look nice without broadcasting that they spent several months of your rent on their outfit. (After all, that’s what watches are for.)

Lately, though, it’s been a little less quiet — both on the part of those who wear the brand and from the brand itself — especially among the Silicon Valley set.

Read more from @jen.wieczner’s story on the shift at the link in bio.

Images: Getty, MAX