Rooted in cultural heritage, creativity, innovation and a spirit of adventure, Etro sees fashion not simply as an aesthetic expression, but as a way of understanding and interpreting life.
Known for its distinctive patterns and exceptional craftsmanship, Etro was founded in Milan in 1968 by antique dealer and collector Gerolamo ‘Gimmo’ Etro. Originally established as a textile design company specializing in silk, wool and cashmere, the brand gradually evolved into a global fashion house under the guidance of Gimmo and, later, his four children, who each played a key role in shaping its future. What set Etro apart from many other renowned Italian fashion brands was not only Gimmo’s expertise in luxury textiles and his visionary approach to design, but also his intellectual curiosity and adventurous spirit. A passionate traveler, collector and textile enthusiast, Gimmo built the company on a foundation of cultural knowledge and discovery. His understanding of culture extended far beyond Italy, embracing distant regions of the world as well as the legacy of ancient civilizations. During the company’s formative years, he assembled an extraordinary textile archive at Etro’s headquarters, a collection that continues to serve as a source of inspiration for designers and fashion houses today. In 1974, he further reinforced the brand’s cultural identity by establishing a library filled with rare and valuable volumes. Together, the archive and the library reflected Gimmo’s belief that knowledge, history and culture should remain at the heart of the Etro universe.
Gimmo and the Paisley Pattern
The year 1981 marked a turning point for Etro. During a trip to India, Gimmo encountered a motif that immediately captured his imagination. Fascinated by its beauty and symbolism, he began exploring its origins and discovered that the paisley pattern could be traced back to the Persian Empire, later spreading across the world through luxurious Kashmir shawls favored by royal courts. Combining the Zoroastrian symbol of the cypress tree, representing life and fertility, with floral motifs, the paisley pattern carried a rich cultural and historical legacy. Inspired by its story and visual language, Gimmo decided to incorporate the motif into Etro’s fabrics and fashion collections. In 1981, he unveiled the brand’s first collection featuring his interpretation of the paisley pattern, laying the foundation for what would become Etro’s most recognizable design signature. Following the success of this collection, Etro entered a period of rapid growth and continued to expand its product portfolio. In 1984, the company introduced its first leather goods crafted from Paisley Jacquard fabrics. A year later, it launched its home textiles collection, followed by its first fragrance line in 1989. That same year, Etro opened its first boutique on Via Verri, one of Milan’s most prestigious shopping destinations. Iconic fragrances such as Rajasthan and Jacquard were also added to the portfolio during this period. Etro’s rise within the fashion industry reached another milestone in 1996, when the brand presented its first runway show during Milan Fashion Week.
A Family Business
Gimmo’s approach to family business played a significant role in Etro’s transformation into a globally recognized fashion house. Over the years, all four of his children assumed key leadership positions within the company. Yet they all shared one requirement imposed by their father. Regardless of their surname, each of them was expected to start at the very bottom and earn their place within the organization. Following this philosophy, Kean Etro joined the company in 1986 as an intern in the digital department after completing his studies. He later became creative director of the men’s collections and presented his first menswear collection in 1990. His sister Veronica began her career in the design department before rising to become creative director of the women’s collections, unveiling her first collection in 2000. Jacopo joined the company in 1982 and gradually assumed responsibility for accessories, leather goods and home textiles, while also taking charge of the communications department. Ippolito, meanwhile, began his career in administration in 1991 and eventually rose to become Etro’s general director.
Becoming a Global Fashion Icon
Etro’s first international successes took shape in major European fashion capitals such as Milan, Paris and London. The brand soon established a strong presence in the American market through New York and Los Angeles, while simultaneously expanding across Asia with locations in Tokyo, Osaka, Hong Kong and Shanghai. Its growing influence later extended into the Middle East through Dubai and Doha, laying the foundation for an increasingly global footprint. Over time, Etro expanded into Southeast Asia, India, South America and Africa. At the same time, the company successfully embraced digital transformation, building a strong presence across major e-commerce platforms and further strengthening its international position. Alongside its commercial growth, Etro continued to invest in culture and the arts. One of the most symbolic examples of this vision was Circolo dei Poeti, a project launched in 2013 under the guidance of Kean Etro. Designed to encourage collaboration with emerging artists, the initiative reaffirmed the brand’s belief that its identity extends far beyond fashion alone. Etro’s commitment to sustainability was reflected in Gli oggetti dell’affetto, a project focused on the development of textiles with a reduced environmental impact. The initiative highlighted the company’s dedication to responsible production and long-term environmental awareness. In 2014, Etro Home Interiors became part of the Oniro Group, one of the leading names in luxury furniture and design. Strategic moves such as this enabled the brand to expand its global reach while extending the Etro lifestyle universe beyond fashion and into the world of interiors and design.
Celebrating 50 Years: Generation Paisley
In 2018, the Etro family marked the brand’s 50th anniversary with a special exhibition titled Generation Paisley at Milan’s Mudec Museum. Serving as a remarkable reflection of Etro’s history, the exhibition invited visitors into the brand’s rich creative universe. Enhanced by digital installations and three-dimensional experiences, the exhibition unfolded like an emotional kaleidoscope, offering a vivid expression of Etro’s longstanding relationship with culture. More than a retrospective, it revealed the ideas, inspirations and passions that have shaped the brand over five decades. One of the exhibition’s most compelling features was the extensive use of objects drawn from the personal collections of the Etro family. Gathered over many years, these pieces offered a unique glimpse into the cultural influences, travels and intellectual curiosity that have long fueled the brand’s creative vision. As a result, Generation Paisley became far more than an anniversary celebration. It evolved into a comprehensive cultural project that explored Etro’s heritage, values and creative identity while reaffirming the central role that culture has always played in the brand’s story.
Carrying the Legacy Forward
Another defining chapter in Etro’s history began in 2021, when a 60 percent stake in the company was acquired by L Catterton, the private equity firm backed by LVMH and the investment holding company of Bernard Arnault’s family. The Etro family retained a 40 percent stake and continued to play an active role within the business, while Fabrizio Cardinali assumed the position of Ceo. The partnership brought together Etro’s heritage of Italian craftsmanship with L Catterton’s expertise in developing luxury brands and the global reach of the LVMH ecosystem. In June 2022, Sicilian designer Marco De Vincenzo was appointed Creative Director. Since then, he has led the brand with a vision that respects Etro’s iconic paisley heritage and Italian artisanal traditions while introducing a more contemporary creative language. The company’s ownership structure underwent its final transformation on December 19, 2025, when members of the Etro family sold their remaining minority stake and completed their exit from the business. While ownership changed, the cultural values that shaped the company remained firmly embedded in its identity. For Etro, fashion has never been merely an aesthetic expression. It is a way of interpreting life, rooted in culture, creativity, innovation and a spirit of exploration. Today, the brand continues to strengthen its global presence through more than 140 flagship stores across nearly 60 countries, maintaining its lifestyle-driven vision while expanding its reach around the world.
Etro Eyewear
Etro Eyewear collections bring the brand’s creativity, craftsmanship and design philosophy into the world of eyewear. Combining a rich cultural heritage with a contemporary fashion perspective, the collections offer a diverse range of designs that appeal to different tastes and lifestyles. From classic silhouettes to bolder and more contemporary frames, each model reflects the brand’s commitment to quality, attention to detail and distinctive aesthetic identity. The iconic Pegaso logo, created by founder Gimmo Etro in 1968 and inspired by Pegasus, the winged horse of Greek mythology symbolizing freedom, strength and creativity, appears as a refined signature throughout the collections. Elegantly incorporated on the temples and lenses, the emblem serves as a reminder of the brand’s heritage while reinforcing its unique visual identity. Beyond their aesthetic appeal, Etro Eyewear collections also stand out for their functional sophistication. Spanning both sunglasses and optical frames, the product range combines visual comfort and protection with contemporary design. From iconic paisley motifs to more modern interpretations, the collections demonstrate Etro’s ability to remain true to its roots while continuously evolving with the times. In October 2014, Etro signed a ten-year global licensing agreement with Marchon Group for the design, production and worldwide distribution of its eyewear collections. Over the following decade, Marchon successfully translated the brand’s signature paisley motifs, distinctive color palette and Made in Italy craftsmanship into eyewear, playing a significant role in strengthening Etro Eyewear’s presence in the global market. In June 2023, the brand entered a new ten-year global licensing partnership with Safilo Group. The first collection developed under the new agreement was the Spring/Summer 2024 collection, introduced under the theme Out of Time, In Another Space. The campaign presented a fresh interpretation of Etro’s creative universe, bringing together fashion, art and imagination through a contemporary lens. Today, Safilo Group continues to develop and distribute Etro Eyewear collections that successfully balance timeless elegance with modern design, while bringing together tradition and innovation within a single creative vision.
Chronology:
1968
Gerolamo ‘Gimmo’ Etro founded Etro in Milan as a company dedicated to high quality textile production.
1974
The Etro Library was established, featuring a collection of rare and valuable volumes that would become a cornerstone of the brand’s cultural and creative identity.
1981
Inspired by a trip to India, Gimmo Etro introduced the paisley pattern into the company’s collections. The motif quickly became the brand’s signature design element.
1984
Etro introduced its first leather goods crafted from Paisley Jacquard fabrics.
1985
The Etro Home collection was launched.
1989
The brand unveiled its first fragrance collection and opened its first boutique in Milan.
1990
Kean Etro designed his first menswear collection.
1996
Kean Etro presented the “New Tradition” menswear show. In the same year, Etro staged its first runway show at Milan Fashion Week.
1999
Etro launched direct marketing initiatives through inserts in The New York Times.
2010
Jacopo Etro joined the board of Camera Nazionale della Moda Italiana as a representative of the Italian textile industry.
2013
Alongside its retail network, Etro expanded into e-commerce.
2017
Veronica and Kean Etro began presenting the women’s and men’s collections together.
2018
The brand celebrated its 50th anniversary with the Generation Paisley exhibition at Milan’s Mudec Museum.
2021
L Catterton acquired a 60 percent stake in Etro, becoming the company’s majority shareholder.
2022
Marco De Vincenzo was appointed Creative Director of Etro.
2023
Etro signed a multi-year licensing agreement with Simonetta for the launch of Etro Kids.
2023
Safilo Group became the new licensing partner for Etro Eyewear under a ten-year agreement.
2024
Etro signed a long-term licensing agreement with Coty for the production and distribution of its fragrance and home scent collections.
2025
The Etro family sold its remaining stake in the company, completing its exit from the business.
2026
The SS26 collection, created under the direction of Marco De Vincenzo and in collaboration with artist David Curtis-Ring, was unveiled through the Etro Flux campaign.
June 2026
