The Etro brand was born in the 1980’s when art-lover Gerolamo Etro, known as Gimmo, proposed a reinterpreted version of the traditional Indian pattern Paisley on all his personal creations, from furniture to clothing such as ties, shawls, wallets and bags. The first branded store opened in Milan in 1983, followed by other exclusive stores. The brand expanded internationally and consolidated with over 40 stores world-wide. However it is towards the end of the 1980’s that with the new generation, headed by his son Kean, Etro begins to be ever more present in the world of womenswear and menswear, culminating with the birth of the first pret-a-porter line. Although Gimmo remained the undisputed head of the maison, his four children, Kean, Jacopo, Ippolito and Veronica, took the reins and gave it a modern and innovative flavour. The 2001/2002 was a big surprise for everyone, as it was all based on a new “organic” fabric and it was shown in a supermarket. But successive collections were also searching for a more direct contact with the public, which applauded them and manifested its approval, matched by that of buyers, quickly decreeing the brand’s success. One of their more innovative creations, the jacket with many inside pockets for all kinds of items, becomes a must and consolidates the brand’s success.