The History Of Fendi

The early roots of the Italian fashion house Fendi can be traced back to 1918 when

Adele Casagrande opened a modest little leather and fur shop in Rome. The Fendi name itself, came into existence in 1925, with Adeles marriage to Edoardo Fendi.

Business was good for the newlyweds, and by 1932 they had opened a new and larger shop. With constant growth came wider recognition and the Fendi name soon spread and garnered fame beyond the boundaries of Rome.

While children aren't always interested in continuing the family business, such was not the case with the Fendis'. Without exception, the entire Fendi family participated with drive and enthusiasm. The eldest daughter, Paola, was just 15 years old when she joined the Company. Her four sisters, Anna, Carla, Franca and Alda each joined in turn immediately following their completion of high school.

The five daughters all contributed their unique energy and creativity to the Company in the post-war years, and all through the changing trends of the fifties. The ever present encouragement and guidance of Adele Fendi played a huge role in the successful contributions made by the daughters.

In 1965 Fendi begins a fateful collaboration with a young but well know Parisian designer by the name of Karl Lagerfeld. During this period the double FF logo is created and the whole concept surrounding the use of fur in the fashion industry is forever changed. Today, thanks to continuous research and with an eye constantly to the future, Fendi is still considered the leader in fur fashion design.

In 1966 Fendi went public with their first fashion couture collection created by the genius of Karl Lagerfeld, which was a resounding success.

Not surprisingly Fendi began creating brand awareness in International markets. Marvin Traub, President of the mega American upscale department store chain Bloomingdale's, discovered Fendi in Rome in 1968. Thus began Fendis' entry into the American market with the introduction of the Fendi bags in Bloomingdales, New York. Shortly after, Fendi expanded to Japan. Over 70% of Fendi's total production is now targeted for export

In 1984 Fendi began diversifying their efforts, producing new products like ties, jeans, glasses and gloves. A men's fragrance is introduced in 1989, with a complete line of menswear launching in 1990.

In the years that follow Fendi continues with a policy of aggressive expansion. Today there are over 100 Fendi boutiques and hundreds of points of sale worldwide, with two company stores in Rome and New York.

by: Trevor Eastveld

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