Etro is one of the iconic brands we have the privilege of collaborating with—an emblem of Italian craftsmanship, creativity, and innovation.
Many of you may have visited one of their stores and perhaps purchased a piece, but have you ever taken the time to explore the rich heritage and the transformative journey that has shaped Etro into the iconic brand it is today?
The exceptional quality of materials, meticulous processing techniques, and commitment to sustainability distinguish Etro as a standout in the Italian business landscape.
Through sharing its story, we hope to inspire a deeper appreciation for Etro, and that you may come to love it as much as we do.
Let’s start from the beginning.
Etro was founded in 1968 by Gerolamo “Gimmo” Etro, a man of great cultural depth with a passion for luxury textiles, fashion, and antiques. In that year, he laid the foundation for what the brand would become today by establishing a textile company in Milan, specializing in silk, wool, and cashmere.
A few years after, the headquarters were renovated to host offices and the textile archive and in 1974, a library was established, featuring rare and valuable books, further testament to Gimmo’s passion for culture.
1981 was a pivotal year for the brand: in one of his travels, Gimmo visited India and decided to introduce the paisley pattern in his textiles, a design that will later become one of the defining elements of Etro identity.
Etro develops fast, and in just a few years the brand starts a Home Collection, soon after the production of leather goods, then its first ready to wear collection and in 1999 a perfume line.
Etro has flowrished as a family business and Kean was the first of Gimmo’s four children to join after completing his studies. Over the years, each of them has taken on key roles within Etro. Kean became the creative director of the men’s collections, while Veronica oversaw the women’s collections. Jacopo managed the accessories and home decor lines, as well as the brand’s communications, and Ippolito stepped into the role of general manager after gaining experience in administration.
Etro, over the years, has established itself as a global icon, with its early markets spanning Europe (Milan, Paris, London), the USA (New York, Los Angeles), Asia (Tokyo, Osaka, Hong Kong, Shanghai), and the Middle East (Dubai, Doha). Over time, the brand has expanded its reach into Southeast Asia, India, South America, and Africa, followed by a strong presence on major e-commerce platforms, further solidifying its international stature.
In 2013, the “Circolo dei Poeti” project was launched under the guidance of Kean Etro. This initiative aims to foster collaboration with young artists, emphasizing the brand’s commitment to not just fashion but also other forms of art, demonstrating a broader cultural vision. Another notable project, “Gli oggetti dell’affetto,” focuses on promoting textiles with low environmental impact, reinforcing Etro’s dedication to sustainability.
In 2014, Etro Home Interiors became part of the Oniro Group, a leading player in luxury furniture and design. This partnership enabled Etro Home Interiors to benefit from Oniro’s expertise in furniture production and distribution, allowing for greater reach in the luxury home decor market. Despite this transition, Etro Home Interiors maintained its unique identity, integrating the brand’s signature paisley patterns and rich textiles into its furniture and interior designs.
To celebrate its 50th anniversary, Etro hosted a special exhibition titled “Generation Paisley” at the Mudec in Milan, marking a significant milestone in the brand’s history. The exhibition offered an immersive experience where visitors were surrounded by walls draped in fabrics, paintings, and reflections that multiplied and amplified, creating an atmosphere that was both estranging and familiar. Digital and three-dimensional effects further enriched the experience, forming an emotional kaleidoscope that underscored Etro’s belief that culture is the brand’s foundational principle and fashion is not merely form but an expression of existential sensibility and meaning. A fascinating detail is that many of the items on display came from the personal collections of Etro family members – all great travelers and intellectuals, each with their own unique passion.
A turning point for Etro was the acquisition of a 60% stake by L Catterton, a private equity firm backed by LVMH and Bernard Arnault’s family holding company in 2021. This acquisition allowed Etro to modernize and expand further, bringing external investment to support its global ambitions. Despite this change, the Etro family retained a 40% stake, and Gimmo Etro’s children continued to play significant roles within the company, with Fabrizio Cardinali serving as CEO. This partnership was aimed at blending Etro’s legacy of Italian craftsmanship with L Catterton’s expertise in scaling luxury brands, leveraging LVMH’s resources and network.
In June 2022, Sicilian designer Marco de Vincenzo was appointed as the brand’s creative director. His vision for Etro involves modernizing the brand while honoring its heritage of Italian craftsmanship and iconic paisley patterns. His first runway collection for Etro, showcased at Milan Fashion Week in September 2022, blended traditional and modern elements, with experimental textiles, bold colors, and a strong sustainable focus, receiving rave reviews for its innovative spirit.
Currently Etro has reached a major milestone with more than 140 flagship stores in 58 countries, underscoring its expanding global presence. It also continues to evolve, breaching the real estate market to in recent years.
“Place and time, roots and culture. Etro is an organic experience, a sedimentation of ideas, signs and experiences shaping the objects of everyday life. Each garment and accessory is the result of a satisfied curiosity, of an understanding of feelings. It is the result of an anthropological research, and it implies a visionary and conscious point of view.”
As we look to the future, it’s clear that Etro’s journey is far from over. We invite you to stay with us as we continue to celebrate its legacy and the exciting chapters yet to come.
Thank you for joining us in exploring the history of this extraordinary brand.
We hope it has sparked a deeper connection with Etro, just as it has with us.
Sources
- Etro.com
- Designerspace.it
- Ilsole24ore.com
- AD magazine
- Forbes
- Mudec.it
