Gemelli

Clothing store in Milan. It opened in 1930 as a shop for hosiery and gloves on Corso Vercelli, which at the time was a street on the outskirts of the city. The owner, Attilio Gemelli, immediately revealed his talent for what would later be defined as marketing: his clear and simple ideas, which he himself called “from the countryside,” were an immediate success with consumers. After World War II, thanks to the commitment of the current president, Sergio Gramelli, the store took center stage and became a sophisticated boutique. It was one of the first to import, during the 1960s, the new prêt-à-porter from Paris. In the late 1970s, the business consolidated its position, becoming outstanding for the style of its offerings, a balance between classic items and novelties, and the range of its cashmere garments.