In the heart of Rome stands a time capsule where luxury isn’t shouted from the rooftops but whispered among wooden shelves and brass-framed display cases. The historic brand that has been dressing Romans for over 150 years and has now become the secret shopping destination for international stars like Zendaya, Dakota Johnson, Jimmy Fallon, and music icons such as Damiano David. The object of desire? A classic, impeccable pair of pure-cotton pajamas, priced at around 130 euros.
Schostal: A Story of Resilience
The history of this mecca of lingerie and nightwear began in December 1870, immediately after the Breach of Porta Pia, in the strategic heart of Rome’s shopping district on Via del Corso. Founded by Lazaro Bloch, a Turin native of Jewish descent, the original sign read “To the City of Vienna. Schostal.” A name with a Nordic and Central European charm that, while conveying an immediate aura of Habsburg reliability, required an incredible amount of diplomacy to survive the turbulent times of the 20th century. In 1914, the reference to “Vienna” sparked the ire of a group of interventionists. But it was in 1939, with the racial laws, that the Bloch family had to resort to a true stroke of genius. The Fascist authorities ordered the removal of the sign, suspecting the name had Jewish origins. The Bloch brothers strenuously opposed this, arguing that “Schostal” was not their surname but a pre-existing French commercial acronym: Société Commerciale Hongroise Objets Soie Toile Articles Lainage. Their ruse worked, and the sign remained in place.
The store today
Now in its fourth generation under the Bloch family, the store retains its original character intact. Stepping into Schostal means strolling past antique sales counters—whose only concession to modernity is a glass cover—and simple, functional shelves from which boxes of sweaters and shirts emerge, stacked with surgical precision.
This aesthetic rigor reflects the family’s ethos, perfectly embodied by Giorgio Bloch around the time of World War II. A merchant but above all a man of great culture, he transformed his tiny two-square-meter office into a gathering place for artists, musicians, and playwrights. He preserved illustrious dedications: from Luigi Pirandello ( “To my friend Bloch”) to Alfredo Casella ( “To the savior of musicians”).
Today, the allure of that same reassuring elegance has transcended Rome’s borders. Amid the brass trim and gracious service, Hollywood celebrities are eschewing ultra-modern boutiques to purchase the comfort of pure-cotton pajamas.
Where: Via Domenico Chelini 25.
