Etro is an Italian luxury fashion house that produces ready-to-wear, shoes, jewelry, accessories, leather goods, textiles, home decor and perfumes. The company was founded in 1968 by Gimmo Etro, and it remains a family business to this day.
The entrepreneurial venture began in 1968, when Gerolamo “Gimmo” Etro, a world traveller educated in Economics, establishes his own Prêt-à-Porter and haute couture textile company. He launched a range of fabrics using refined, natural fibres, which he embellished with vibrant colourways.
The Milanese Etro Headquarters, located on Via Spartaco, were completely renovated in 1977 in order to provide a larger space for the growing design team. The family start to collect rare books and textile art to archive in their in-house library, as the foundation of design research for future collections. Jacopo Etro later commented on this period, stating that he had started to visit the archive when he was a child, spending many hours copying the fabric designs and experimenting with his own creative style.
Inspired by a trip to India, the furnishing textiles line made its debut in 1981. The Paisley (design) motif used to enrich the first collection was set to form the brand’s identity.
Leather goods were added to the product range in 1984 with a handbag and travel bag collection, crafted from Paisley Jacquard fabrics.
In 1985 Etro launched the home collection, thus consolidating the brand’s lifestyle concept. The debut collection featured soft furnishings and small accessories, from quilts to photo frames.
The Fragrances collection was launched in 1989, making its debut in the Milanese Fragrances flagship boutique, located on Via Verri. The brand has since created over 25 different scents, the most recent additions being Rajasthan and Jacquard.
The 1990s saw the unveiling of the first men’s and women’s prêt-à-porter collections, leading to the brand’s first fashion show at Milan Fashion Week in 1996.
Etro announced that they had relaunched the corporate website at the beginning of 2013 with an integrated E-commerce, which Veronica Etro explained allows the brand to “interact with customers like never before, which is very exciting”