Etro is New Tradition, the sum of artisan know-how and creative experimentation. The venture began in 1968 when Gimmo Etro, the brand’s visionary founder, launched a production of highly prestigious fabrics, which he embellished with original designs and innovative colour ways. In 1981 the furnishing textiles line made its debut. The Paisley motif used to enrich the first collection was set to become the Etro mark of identity. The product range added another string to its bow in 1984 with leather goods and the bag collection in Paisley jacquard fabric. In 1986 Etro launched the home accessories and complements collection, consolidating the brand’s life style concept. The creation of the Etro Perfumes division in the late 1980s was a natural consequence: today the collection extends to 24 exclusive fragrances and a dedicated boutique. The 1990s saw the unveiling of Etro first men’s and women’s prêt-à-porter collections, their inventive and recherché style earning the label instant recognition.