Flower alley

Founded in Milan in 1968 by Gimmo Etro as a textile company, it immediately established itself for the quality of its products and the extreme refinement of its prints. Gerolamo Etro introduced the Paisley motif in 1981, exalted in all its forms and chromatic variations. The Paisley motif was developed over time and became the distinctive pattern of the Milanese fashion house.

The company is based in Milan in Via Spartaco in a building renovated in 1977, which contains the archive of Paisley textile art and an evocative company library, a place where you can get lost among books that talk about art in all its forms, ancient fabrics and historic clothes, ETRO is a company that has always talked about fashion and Made in Italy, but also about culture.

If the Paisley design is the Maison's iconic design, its logo is a proud Pegasus, a winged horse that is often printed or embroidered on outerwear, bags and belts.

ETRO creates and produces its own collections of men's and women's clothing, and other collections that include accessories, fragrances and home furnishings.





ETRO was born and is a family business, even today in the corridors of its headquarters in Milan you can breathe a family atmosphere. The lives, travels, experiences, passions and cultural baggage of each member becomes important material for those creative processes that lead to the preparation of each individual garment and each collection. The "Etro Style" is art applied to prêt-à-porter. Artistic references, inspirations dictated by different worlds, experimentation, collaborations with masters of the past and present tell a family story that starts from the prints and arrives at the fashion shows.

A company that is a family and wants to communicate its distinctive traits: curiosity, art, research, travel, nature, sustainability, exploration and community.