Linen clothes to me say luxury. Could it be  because I equate them with casually elegant Italians, men and women whom I saw on my first trip to Milan? That’s part of it, but much more. And the brand that does linen fashion for men and women so well is 120% Lino.  They also have attractive Italian fashion jewelry, shoes for men and other accessories for a  his and hers head to toe wardrobe. And the big news is there’s a 120% Lino sale on now, 40% off.

But first, Interesting historical facts: Linen was a sign of purity and wealth for the Ancient Mesopotamians, Greeks and Egyptians, who reserved it for the higher class. Many religions also made rules around wearing linen, with references to the fabric in the Bible. How to tell fine linen? Look at the tightness of the weave and the fall of the garment.

Why is the brand called 120% Lino?  Besides being 100% linen,  their fashions often incorporate other fabrics, duos like jersey and linen, linen and silk, silk and cashmere. And then there are the appliques and other elements of fashion flair.

The fashion at 120% Lino features a classic style with contemporary updates and  comes in a wide variety of rich colors thanks to their special dyeing process which I learned is so important in fine linen. Find beautiful pastels like deep turquoise, pink and lavender, prints and neutral shades that work so well for Florida. For instance, in men’s long sleeve linen shirts there are no fewer than three dozen colors and prints.

The clothes do well for casually elegant outings and for a fancy event. What I just learned is that linen ,which is made from flax is  a natural and sustainable resource that is grown in Europe using an environmentally friendly process. It’s also very breathable, which heaven knows we need with the rising temperatures.

What’s on sale? Select styles for women, everything from jackets, dresses, pants and tops to accessories (scarves, jewelry)  and for men select jackets, shirts, bathing suits, t-shirts, belts  and pants, both slim and relaxed fit.

What about prices? Men shirts start at $285, pants from $300 and jackets from $700. Ladies clothes starting prices are $200 for shirts and $700 for long dresses. Take 40% off of these prices for the sale.

And while you’re there, not on sale but worth checking out are the men’s suede loafers with rubber soles made by the factory that makes Loro Piana, here $345, the  stunning necklaces by Florentine designer Angela Caputi, and the raffia Chanel style shoulder bags ($295).

Finally, how to care for your fine linen? Hand wash or in the machine at low temperature and low spin cycle and hang to dry. Then choose to steam or iron, the latter if you want a crisp look.

120% Lino sale is on now at all stores in The Village of Merrick Park, Aventura, Palm Beach Gardens, Naples (Waterside Shops), Palm Beach (Worth Avenue), and Brickell City Centre. It’s also sold at the St. Regis Bal Harbour and Ritz Carlton Key Biscayne.