Etro

Etro was founded as a textile company in Milan in 1968 by Gerolamo "Gimmo" Etro and is now run by his four children: Jacopo, Kean, Ippolito, and Veronica. Gimmo was originally inspired by the antique paisley shawls and dressing gowns he collected with his wife, Roberta. Textiles brought to Europe from India and East Asia in the 19th century had a powerful influence over the modernist sensibility, which centered around exoticism and an interest in Eastern techniques and motifs. When Etro was founded, the adoption and appropriation of Eastern aesthetics was increasingly widespread in the West, and Gimmo began producing high-quality fabrics decorated with paisley and other patterns he encountered in his travels to India. The more elaborate prints are painted or sketched by hand in Lyon, a historic textile center. In the 80s, he expanded into accessories and home goods. Etro remains a family-oriented brand. Gimmo and his children still have lunch together at the company's in-house café, and Jacopo and Veronica live in their parents' old home in Milan's Palestro district. The brand reflects the varying sensibilities of the siblings, whose passions range from travel and the natural world to more abstract explorations of art and color. Kean has experimented with fabric made out of cooked milk for their sustainable clothing line, and Ippolito's interest in nature influenced their use of life-like animal heads in a 1997 campaign. After Veronica graduated from Central Saint Martins in 1997, she joined Kean in creating women's wear and introduced floating silk silhouettes. The brand's focus expands beyond clothes to art and philosophy and is still heavily influenced by Eastern tradition. Their collections have coincided with seminars celebrating multicultural exchange, and they invited a shaman to bless Etro's spring 1998 show. This year, Etro was acquired by L Catterton, although they have signaled their desire to retain its familial focus.

Etro

A Family Affair

08-15-21

Etro was founded as a textile company in Milan in 1968 by Gerolamo "Gimmo" Etro and is now run by his four children: Jacopo, Kean, Ippolito, and Veronica. Gimmo was originally inspired by the antique paisley shawls and dressing gowns he collected with his wife, Roberta. Textiles brought to Europe from India and East Asia in the 19th century had a powerful influence over the modernist sensibility, which centered around exoticism and an interest in Eastern techniques and motifs. When Etro was founded, the adoption and appropriation of Eastern aesthetics was increasingly widespread in the West, and Gimmo began producing high-quality fabrics decorated with paisley and other patterns he encountered in his travels to India. The more elaborate prints are painted or sketched by hand in Lyon, a historic textile center. In the 80s, he expanded into accessories and home goods. Etro remains a family-oriented brand. Gimmo and his children still have lunch together at the company's in-house café, and Jacopo and Veronica live in their parents' old home in Milan's Palestro district. The brand reflects the varying sensibilities of the siblings, whose passions range from travel and the natural world to more abstract explorations of art and color. Kean has experimented with fabric made out of cooked milk for their sustainable clothing line, and Ippolito's interest in nature influenced their use of life-like animal heads in a 1997 campaign. After Veronica graduated from Central Saint Martins in 1997, she joined Kean in creating women's wear and introduced floating silk silhouettes. The brand's focus expands beyond clothes to art and philosophy and is still heavily influenced by Eastern tradition. Their collections have coincided with seminars celebrating multicultural exchange, and they invited a shaman to bless Etro's spring 1998 show. This year, Etro was acquired by L Catterton, although they have signaled their desire to retain its familial focus.

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