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home  /  men  /  brands  /  etro


Fashion and tradition are often aligned and at ETRO, this connection is key to the brand's ethos. Founded in 1968 by Geralmo Etro, the Milanese label initially focused on supplying original, quality textiles to local clothing manufacturers. As a keen traveller, Geralmo Etro toured the world with his wife, Roberta, an antique-collector, in search of new materials and exclusive designs. Returning from one of his trips in 1981, he brought back a print that quickly became the label's signature design: the 'paisley' pattern. This classic abstract motif was soon central to the brand's collections, constantly reinvented as part of its evolution. A leather line was launched in 1984 and a Home range in 1985. The first fragrances were released in 1989, and most significantly, the first Ready-to-wear collection, in 1991. Uniquely representing the brand's DNA and nomadic soul, the print design was perfectly revisited every season.
ETRO's story is, first and foremost, a family affair. To lead the business forward, Geralmo Etro was, replaced by his four children. Jacopo joined the company in 1982 and is now in charge of Accessories, Leather and Home ranges as well as heading Communications for the brand. Ippolito, employed since 1991, is now Managing Director. Kean who, started out as a trainee in 1990, then studied at Cambridge in UK, is now in charge of the Menswear collections for the label. Finally, in 2000, their sister Veronica was appointed as Creative Director for the Women's range. Having graduated from London's Central Saint Martins in 1997, she joined the family business in 1998. A mother of two, she designs chic yet practical everyday wear for women with active lifestyles. The Bohemian inspiration behind the brand is always present and, for over 20 years, she has been creating sought after fluid dress and blouse designs, season after season.
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