New Tradition EDT

Founded by Gimmo Etro as a textile company in Milan in 1968, ETRO gained fame almost immediately for its quality products and refined prints. In 1981, Gerolamo Etro introduced the Paisley pattern, enhanced in all its forms and colour variations. The Paisley pattern developed over time and has become the Milanese fashion house's signature design. The ETRO is based at Via Spartaco Milan, in a building which was renovated in 1977. The edifice contains the Paisley textile art archive and an evocative company library, a place where one can lose themselves among art books in all its forms, timeless textiles and historic clothing. ETRO has always been at the forefront of Made in Italy fashion but also about culture. While the Paisley design is the Maison's signature design, the logo is a proud Pegaso, a winged horse often printed or embroidered on outerwear, bags, belts and shirts.