All it's going to take is for one or two rap singers to include something like: "wearing my Berluti's, gettin' some bootie..." in a "song." A few shots in a music video, and Boom -- next thing you know the Berluti store will have low-rider Bentley's and Hummers with chromed 22's lined up in front.
Besides the point but Gianni Versace Couture has very lovely silk shirts. I hope Berluti doesn't become the hip-hop crowd's latest discovery. Would Andy Warhol, and James Joyce be happy? Andy Warhol might.