Initially it was a textile company in Milan creating expensive fabrics from silk, cashmere and cotton. Jimmy Etro loved collecting art, traveling and studying the history of other cultures - this is how ethnic patterns appeared, and the brand became famous for the production of furniture and home products. In 1981, the famous traditional paisley jacquard pattern (paisley print) was introduced and became the DNA of the house. The pattern’s birthplace was Persia back in the 2nd century AD; it was then considered a symbol of royal power. Today the company is run by Jimmy Etro's children: Jacopo, Kin, Ippolito and Veronica. Gimmo and his children dine together almost daily at the company café, while Jacopo and Veronica live in their parents' former home overlooking the gardens of Villa Reale in Milan's Palestro district. Creative Director since May 2022 - Marco De Vincenzo, worked at Fendi as chief designer of leather goods. In 2009 he launched his eponymous brand, and 5 years later he signed a contract with LVMH