1881 Homme Deodorant Stick

At the tender age of 20, Nino Cerruti took over the family business. Filled with vision and an expert in production procedures, he began to modernise the textile manufacturer to incorporate clothing production. Given the norms of bespoke tailoring at the time, Nino sparked waves in the fashion community when he launched a men’s ready-to-wear collection in 1957. This introduction received widespread coverage in the press and the public hailed it as a revolution; a confident departure from fashion norms and one that paved the way for the future for menswear.