Etro – The story of an Italian fashion family


Etro is an Italian fashion and luxury goods company founded in 1968 and based in Milan, primarily offering clothing, textiles, accessories, shoes and perfumes. The brand is known for its use of paisley patterns, which have become its trademark. In this article we will take a look at Etro’s history, philosophy and products.

The founder of Etro, Gimmo Etro was interested in fabrics from all over the world. He mainly collected antique textiles from Asia and the Middle East, which he used as inspiration for his own creations. He founded Etro as a textile company that produced high quality fabrics for other fashion houses. He experimented with different materials, colors and patterns, being particularly fascinated by paisley. Paisley is an abstract motif reminiscent of a drop or a cypress and originated in Persia. It became popular in Europe in the 18th and 19th centuries, when it was brought from India by British soldiers and traders.

Gimmo Etro saw paisley as a way to express his love for art and culture. He began to design and produce paisley fabrics, combining them with other patterns and colors to create a unique style. He named his collection “New Tradition” to emphasize the connection between past and present. He once said, “Paisley is not just a pattern, it’s a philosophy, a way of life.”

In the 1980s, Gimmo Etro decided to expand his company and create his own fashion collections. He transferred his sense of color and pattern to clothing, accessories and shoes that were both classic and modern. He used high quality materials such as cashmere, silk, leather and velvet, which he decorated with refined details such as embroidery, fringes and beads.

Gimmo Etro was soon joined by his four children, all of whom joined the family business. Veronica Etro became the creative director of the women’s collection, Kean Etro the creative director of the men’s collection, Jacopo Etro the head of the textile and home department and Ippolito Etro the CEO of the company. Each child brought their own personality and vision to the brand, but they all shared the same passion for quality and innovation.

Etro is more than just a fashion brand, it is a philosophy of life. The brand represents a cosmopolitan and creative attitude, inspired by different cultures and eras. Etro combines tradition with experimentation, elegance with extravagance, craftsmanship with technology. The brand is proud of its Italian roots, but open to the world.

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