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Fiorucci



Elio Fiorucci was born in Milan on 10 June 1935, son of a shoe shop owner. One day in 1962, Elio came up with the idea of making galoshes in bright primary colours while working at his father's shop. When they were featured in a local weekly fashion magazine, the galoshes caused a sensation.

In 1968 Fiorucci looked East for inspiration, buying cheap T-shirts from India, and turning rice sacks into cool handbags. Two years later, 1970 the company set up its own manufacturing plant, and adopted the "two angels" logo created by Italo Lupi.

In 1975 the company opened its first store overseas, on the Kings Road in London, and launched a children's collection called Fioruccino. It brought Afghan coats to the mass market, and popularised the leopard-skin prints first created by Elsa Schiaparelli two decades before.

The 1976 opening of the store next to Bloomingdale's, on East 59th Street in New York, introduced the brand to American trendsetters during the disco age. The Big Apple store went on to become a cult gathering place, and Andy Warhol used the premises to launch Interview magazine. Many famous designers like Vivienne Westwood, Jean Paul Gautier and Andy Warhol have designed a few products or concepts for Fiorucci. Today, Fiorucci is spoken in the same breath as Salvatore Ferragamore, Prada or Armani in Italy.

Currently owned by Japanese jeans group Edwin Co., Ltd, they have been aggressively expanding the brand throughout Asia, from Seoul to Tokyo, Hong Kong, Macau and China. Indonesia, Thailand, Singapore, Malaysia and other SEA countries are the next to follow, with more lifestyle boutique coming out soon.