Etro

Etro began in 1968 as a textile company founded by Gerolamo ‘Gimmo’ Etro in Milan. Specialising in fabrics with bold colours and high‑quality fibres, the firm quickly gained recognition among luxury houses.

During travels to India, Gimmo discovered paisley designs and incorporated the motif into Etro fabrics in 1981. The paisley pattern soon became the brand’s emblem, appearing on scarves, jackets and home textiles. In the 1980s and 1990s the company expanded into ready‑to‑wear, leather goods and fragrances, building a lifestyle universe. Today Etro remains a family‑run house: Gimmo’s children Jacopo, Kean, Ippolito and Veronica lead the textile, menswear, finances and womenswear divisions respectively.

In 2021 the British private equity firm L Catterton acquired a majority stake, signalling a new chapter for the brand.

Etro’s philosophy celebrates nomadic elegance and cultural eclecticism. The house combines Italian tailoring with patterns and colours drawn from global art, literature and travel. Paisley remains a central motif, but Etro also experiments with ikats, florals and geometric prints, layered in sophisticated palettes. The brand values storytelling: each collection references literary themes or far‑flung journeys, encouraging wearers to embrace a bohemian mindset.

Quality materials are paramount; Etro produces its own textiles and works closely with artisans to develop unique fabrications. Family heritage informs the company’s ethos, fostering continuity and authenticity. Sustainability efforts include initiatives to reduce water usage and support local communities. Etro invites customers into a world where freedom of expression, craft and curiosity intersect, making it a distinctive voice in Italian fashion.