Fiorucci is an Italian fashion label founded by Elio Fiorucci in 1967. The first shop exposed Milan to the styles of Swinging London and American classics such as the T-shirt and jeans. By the late 1970s and early 1980s this would be reversed, and the New York store would become famous for the fashions it introduced to the United States known as the "daytime Studio 54", it attracted trendsetters from Andy Warhol to a young Madonna.

As a leader in the globalization of fashion Fiorucci would scour the globe, introducing a newly affluent mass market to underground trends such as thongs from Brazil and Afghan coats. The label popularized camouflage prints and leopard-skin prints before creating the designer jean market with the invention of stretch jeans. The iconic advertising usually featured a woman's buttocks in skin-tight denim, or in one case obscured by pink fluffy handcuffs, whilst the company logo is two cheeky angels modeled after Raphael's cherubs.

Generous in the abundance of ideas, provocative and ironic in the communication, revolutionary in the presentation, the Fiorucci style has remained in the heart of the consumers for a long time: loved by stars and famous people in the field of art and show business, but always accessible to all the pockets!

Fiorucci becomes a real brand and adopts as logo the two famous little angels; a Victorian image, graphically adapted by the architect Italo Lupi, that’s still today icon and symbol of its identity. Fiorucci is the first brand to sign a collection of sunglasses.

he brand Fiorucci is consecrated "king of jeans." It signs the Italian license with Wrangler, historical label of denim made in USA.