History of the Etro brand (ETRO)

If they say that everything has already been done in fashion and it is impossible to come up with something new, do not believe it! The designers of the ETRO brand, the entire Etro family, can convince you of this.

Girolamo Etro - the creator of the company has been fascinated by art for a long time. His interest in antique fabrics, their colors and ornaments is very convincing evidence that original ideas can be constantly born.

It took Girolamo 37 years to set up the company. During this time, the children grew up and completely devoted themselves to the interests and business of their father. They have a close-knit family, in which everyone has a role to play. Children of Girolamo Etro - three sons and beloved daughter Veronica.

Girolamo loves to travel, because every country has natural and spiritual wealth. While traveling, he not only enjoys the beauty of the unusual nature, but also learns local techniques for creating textiles.

Thanks to travel, the motives of the countries of the East, their ornaments appear on the fabrics of Etro. Girolamo in the early 80s, while traveling to India, first saw the patterns that were applied there on cashmere - the "paisley" pattern.

"Paisley" is a pattern that is found in the art of Ancient Mesopotamia, ie. back in 3000 - 1000. BC.

Some suggest that the pattern originated as an imprint of the edge of a palm clenched into a fist, others argue that "paisley" is a pine cone - a symbol of fertility in Mesopotamia. It is not excluded that "paisley" comes from Ancient India - the Indian "cucumber", which came to Europe on Kashmir shawls in the 17th century. Since then, this pattern has become a favorite pattern among all peoples, and so much so that it is difficult to establish the true origins of its origin. We will not find out where the birthplace of the cucumber print is, but this particular print has become a trademark for the ETRO company. Since 1981 ETRO has been producing decorative fabrics with a paisley pattern applied to the surface. Girolamo Etro is experimenting with the paisley pattern, which no collection can do without. ETRO fabrics, with bright and rich ethnic motifs, original patterns, non-standard color combinations, which have become a legend in the fashion world, make ETRO brand items loved and recognizable.

Girolamo is a collector of paintings. He started as a small textile factory and in 37 years built a textile empire. His passion for fabrics and painting helped to embody the ideas of beauty and culture of different peoples. In each country there is certainly something unique, which is inherent only in her alone. Girolamo Etro knows how to find this uniqueness, which becomes a source of inspiration.

Even a superficial interest can positively influence the development of fashion, and ETRO has been among the trendsetters more than once.

His children Kin Etro (Kin Etro) is the creative director and designer of the men's line, the only daughter of Veronica Etro (Veronica Etro) is the designer of the women's line, she also coordinates the work of the entire fashion house. In the women's collection, Veronica skillfully entered into gothic style signature paisley print.

Jacopo Etro is engaged in the production of fabrics and furnishings, Ippolito Etro is the financial director and administrator.

Yes, the children of Girolamo Etro do each of their jobs. But this work is pleasure. And what is done with pleasure, desire - always has a successful result.

The ETRO company under the leadership of Girolamo Etro and his children is a striking example of a family business. Girolamo himself says that it is thanks to the initiative of children that the family business is flourishing, and its products meet the most demanding requirements of fans. And for Veronica, as well as for her brothers, the family is a source of pride.

Girolamo Etro from the very beginning produces textiles of the highest quality and mainly using the best natural fibers - cashmere, silk, linen, cotton.

ETRO fabrics are purchased by many fashion houses for their collections.

The ability to combine different prints - flowers, cells, stripes, embroidery, rhinestones - make Etro products popular, and natural fabrics are durable. ETRO fabrics contain over 400 colors and over 90 patterns.

The entire family creates its business in parallel with the passion for art, therefore the company has in its own library more than 3,000 antique books on the history of textiles, art and design.

Carried away by fabrics, it was impossible to bypass the interior line, so in 1981 the Etro family creates the first collection of fabrics for upholstery. And already in 1984, the production of leather and plastic began. Accessories created by ETRO - bags, suitcases - all of this was also a huge success. And blankets, pillows, table lamps and other home accessories, using the same prints and color palette, decorate and create coziness in the house. After all, the feeling of comfort in the house is above all.

ETRO company produces home products in two directions - Home Collection - fabrics for furniture, bedrooms, living rooms and bathrooms: cotton, silk, wool, velor, linen, and Home Accessory - items for the home: blankets and pillows, ceramics and other accessories.

In the 90s, the company began manufacturing clothing, footwear and perfumery. Most of the fragrances are made according to ancient recipes that have come from time immemorial.

In the same decade, boutiques were opened one after another in many capitals of the world. In 1993, a new textile center was opened as the demand for fabrics increased significantly. In 2002, a boutique was opened in Moscow, and in 2005 - in St. Petersburg. Now there are ETRO stores in Samara and Yekaterinburg, in 2011 a store was opened in Sochi.

The brand's fashion influence continues unabated. The company has more than fifty stores around the world, and the boutique in Petrovsky Passage recently celebrated its tenth anniversary.

In ETRO stores there is an opportunity - to sew clothes to order - Su Misura (individual tailoring). Here they will take measurements, help you choose the fabric from the catalog, as well as the design of the suit, clarify all the finishes and accessories, and in about a month you will receive your suit ready.

ETRO is an Italian clothing, footwear and home furnishings brand whose collections showcase the art of design. In everything that ETRO designers do, the brand's philosophy is embodied - the creation of new, bright and cheerful images that can give a special charm and style, elegance and harmony in a combination of color and ornament, as well as timeless relevance.