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.
A characteristic late nineteenth-century French building is home to the 400 m² brand’s flagship store in the cultural and intellectual heart of Paris, a boutique on two floors for the Etro Men’s, Women’s and Accessory collections. At the main entrance between Boulevard Saint-Germain and Rue des Saints Pères a second access point has been added, following the recent expansion of the store, flanked by two windows which give a glimpse of the structure of the new area. The characteristic style and elegance of Etro are reflected in the variety of fabrics and furnishings: the walls are dressed by walnut panels with a grey lacquer finish, sparkling orange and fuchsia rugs liven up the rooms occupied by glass tables and wenge wood. The new space is dominated by the spectacular oval shaped cupola ceiling, framed by original floral elements, which illuminates the collections between the crystal shelves and steel bars, while the rich beading of the wood panelling underlines the identity of the Etro universe a synonym of with Made in Italy and style.