The Linen Lounge Spotlight: Etro

"The New Tradition"

Established in 1968, Gimmo Etro launched his own textile company. Etro produced the finest fabrics with elaborate designs in bright chic colors. Etro quickly became known for their fabrics, made with the utmost attention to detail and remarkable use of color. In 1981, the paisley collection made a definite impression on the fashion world, and the paisley print became synonymous with the Etro brand. Eventually, the brand had expanded from a simple textile company -- they began making ties, scarves, shawls, luggage, handbags, etc. By the late 80s, Etro had grown considerably. Etro was a full-blown fashion powerhouse, with a successful line of luxury fabrics, accessories, home accents, fragrances, and a booming ready-to-wear line for both men and women. In 1994, Etro saw it's first runway collection, by '98, the brand debuted a collection of eye wear. By the 2000s, Etro had become a fashion front-runner, with several stores throughout the world, and international fame -- with boutiques in Italy, London, Japan, New York, Honk Kong, just to name a few. The Etro brand combines the most articulate craftsmanship with an amazing attention to detail and fabric selection, which even today keeps the brand at the height of fashion.

Etro Enters the New Millenium

During the 1990s, the Etro label was rejuvenated through the eyes of Kean and Veronica Etro (son and daughter of Gimmo Etro). Kean designs the men's collections for the brand, while Veronica leads the womenswear collections. It is through their scrupulous direction that the brand has continued to thrive into the next decade.

Etro Fall 2007 RTW Collection

The Linen Lounge & Our Views on Etro

To be quite honest, we at the Linen Lounge did not realize just how amazing Etro was until fairly recently. While looking for photographs to include in other posts, we happened to check out the Etro collection, only to be amazed by what we saw! Odd color selections that we would never put together not only look amazing on the Etro runway, but look unbelievably classy -- a difficult feat that I'm sure many other designers would love to achieve. The Linen Lounge loves Etro, and can't wait to see what they have planned for future collections (and we'll be the first to bring the best of show to our loyal readers!)!

"If you see something you like, it doesn’t matter whether it’s out of fashion. I’ve bought things when they were out of style and I was very proud to wear them. If you like foie gras, you wouldn’t not eat it because it’s out of fashion."
- Kean Etro





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