Etro

Since its 1968 inception, the name Etro has become synonymous with style. The ever fashion-forward Italian fashion house is more than just that – it is a lifestyle, above all aimed at quality, innovation and aesthetic refinement.

Etro was created in 1968 by Gimmo Etro, who was inspired to develop a fashion line by his passions for traveling and history. Gimmo wanted to interpret the exotic beauty, widely differing aesthetics, and rich design techniques he had learned in his travels and studies into gorgeous textiles and silhouettes. From its first collections, Etro S.p.A. employed precious fabrics like cashmere, silk, linen and cotton, crafting these long-treasured fabrics into fresh renderings with modern cuts and patterns.

Etro became known for its vibrant patterns, specifically paisley. The paisley pattern became famous after the fashion brand created it while designing furnishing fabrics in 1981. The more the popularity of Etro prints and patterns grew, the more coveted statement accessories using these motifs became. This caused Etro to become the go-to fashion brand for accessories like shawls, scarves and ties for women and men. Soon, Etro also branched out into leather with a line of handbags and luggage. Etro leather was exquisite and unique due to the brand’s special textured pattern finish: the leather was imprinted with the iconic paisley pattern. At the same time, Etro’s foray into furnishing fabrics grew into an entire line of home goods, officially launching in 1985, allowing the Etro lover to outfit his or her entire home in the luxuriously fashionable style.

In 1983, Etro opened its flagship boutique on Via Bigli in Milan, making its accessories and lifestyle goods available to the shopping masses. Within five years, Etro’s commercial and artistic success had reached so far across the globe that the line signed a joint venture with Sun Motoyama and Mitsui in 1988 to begin distribution in Asia. A year later, Etro maintained its quickly expanding pace with an instantly successful line of fragrances. The same year, Etro opened its first Paris boutique on the Rue du Faubourg Saint Honore, an important accomplishment in fashion. Continuing to expand throughout the years, 1994 saw Etro’s first fashion show, presented during the iconic Milan Fashion Week. This truly put Etro on the map as one of Italy – and the world’s – most important brands. In 1996, 1997 and 1998, Etro opened up shop in New York, London and Berlin, respectively.

To further complete the circle of the Etro lifestyle, the fashion house introduced a ready-to-wear line for women and for men in 1990, to be designed by Veronia Etro and Kean Etro. Today, Etro is still based in Milan. Its historic design headquarters is in the Liberty Palace on Via Spartaco, with a showroom across the street. Home goods are sold in a boutique on Via Pontaccio, while Etro’s clothing is sold in a four-story shop on Via Montenapoleone. Beauty products, fragrances and accessories are sold in a nearby boutique on Via Verri. The entire enterprise has always been run entirely by Gimmo Etro’s family: womenswear is still designed by Veronica Etro, menswear is still designed by Kean Etro, textiles and accessories are created by Jacopo Etro and Ippolito Etro heads up the finance and home divisions.

Etro S.p.A.