Davide De Giglio Revives Milan’s Barbering Legacy

PetitePaulina – Davide De Giglio, the Italian entrepreneur who cofounded New Guards Group, continues to shape industries after leaving the fashion collective. Since launching his investment firm D Capital in 2023, he has focused on lifestyle, beauty, and food. Among his most ambitious ventures is Eredi Zucca, a Milan-based grooming brand that blends centuries-old barbering traditions with modern luxury.

Building on Centuries of Legacy

The Zucca family’s barbering history began in 1652, when Carlo Antonio Zucca opened his first shop in Milan. More than 370 years later, De Giglio revived this heritage with the Barberia of Eredi Zucca at Via Bigli 6. Opened in 2023, the shop features green marble, Venetian glass mosaics, and ebony walls, recreating the grandeur of old-world barbering.

Clients can book quick face massages, 30-minute beard trims, or immersive two-hour rituals. Each treatment blends relaxation with craftsmanship, ensuring a refined and restorative experience.

Expanding Into Fragrances

In September 2025, Eredi Zucca introduced a collection of eight fragrances crafted by master perfumers Blaise Mautin, Marie Urban LeFebvre, Nanako Ogi, and Luca Maffei. Each scent honors Milan’s history and cultural icons.

“Tobacco” celebrates Duke Ludovico il Moro with warm notes of cigar, cinnamon, and patchouli.
“Cuoio” pays tribute to Giuseppe Verdi with smoky woods and fresh citrus.
“Ultima Cena” nods to Leonardo da Vinci’s The Last Supper.
“Duomo” evokes the city’s cathedral with deep architectural inspiration.

Each perfume comes in a 100ml glass flacon with brass details and retails for €250. Initially, they will be sold at the Milan barber shop and the Eredi Zucca online store, followed by select retailers in Europe and the U.S.

A Holistic Grooming Collection

Beyond fragrance, Eredi Zucca has developed a wide catalogue of grooming essentials. Products are divided into color-coded clusters: green for shaving and beard care, white for skin care, brown for body care, and burgundy for hair care.

Formulated in French and Italian laboratories, the items contain 84–90% naturally derived ingredients. Sustainability also plays a key role, from patented botanical extracts to artisan-crafted accessories. Razors with deer horn handles, saffiano leather grooming cases, and marble jars reflect the brand’s luxury DNA.

A Strategic Vision for Men’s Beauty

De Giglio views men’s beauty as an untapped market with potential equal to fashion. By merging tradition and innovation, Eredi Zucca positions itself at the forefront of this sector. “Barbers were the first doctors,” De Giglio explained, stressing the brand’s mission to carry forward knowledge, experimentation, and heritage.

The Bigger Picture: D Capital’s Lifestyle Focus

Eredi Zucca fits into D Capital’s broader strategy, which rests on three pillars: lifestyle, beauty, and food. Alongside Zucca, the portfolio includes Isamaya Beauty, Santa Maria Novella, Volzhenka Caviar, and a majority stake in menswear brand Umit Benan.

For De Giglio, the mission is clear. He wants to discover hidden gems and help them grow through his team’s expertise. “We aim to build a modern platform that supports our partners while learning from both successes and mistakes,” he said.

With Eredi Zucca, De Giglio is not only reviving Milan’s barbering legacy — he is also redefining what luxury grooming means for the modern man.