If fashion and tradition often go together, at Etro, this dynamic is at the heart of the brand. Founded in 1968 by Geralmo Etro, the Milanese brand began by furnishing original, high-quality textiles to local clothiers. An experienced traveller, Geralmo travelled the world with his wife Roberta, an antiques collector, in search of new materials and original patterns. In 1981, he brought back something from his excursions which quickly became the symbol of the brand: the cashmere or paisley motif. This traditional but secular design quickly moved to the centre of the brand's evolving collections: the launch of a leather line in 1984, the debut of a homeware brand in 1985, the release of the first perfumes in 1981, and then the first ready-to-wear line in 1991. Reworked every season without exception, the paisley pattern alone embodies the nomadic spirit of the brand's DNA. After several decades of Etro remaining a family affair, Marco De Vincenzo was named artistic director of all the lines in June 2022. Across women's and men's collections, accessories, perfumes and objects that celebrate individuality, the designer perpetuates and renews the brand's bohemian and subtly eccentric aesthetic. At Etro, savoir-faire and incomparable Made-in-Italy quality coexist with constant attention to environmental preservation.