Italian brand of ready-made men’s fashion. It was launched in 1993 as part of a collaboration between the designer Fabrizio Fabbri and Elio Cravero, owned of Elfra, a Turin based clothing company. It debuted at Altro Uomo in Florence. In 1994 the collection was enriched with several items of knitwear and was presented in New York and Cologne, resulting in a doubling of turnover. In 1996, it debuted at Milano Collezioni Uomo. Today the brand is distributed throughout Europe, the United States, Japan, Taiwan, and Hong Kong.