The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. The company made handbags of cotton canvas rather than leather during World War II as a result of material shortages. During WWII, the artisans of Gucci worked on making boots for the Italian infantry. He convinced his father to grow by opening a new shop in Rome (21 Via Condotti) in 1938, and launched more Gucci accessories (gloves, belts, wallets, keychains). Aldo, the son of Guccio, became increasingly involved in the family company since he started working there in 1925. Guccio's wife and children all worked in the shop. The Gucci's developed a new tanning technique to produce " cuoio grasso", which became a Gucci trademark. The rombi motif, a Gucci signature, was created. Leather became scarce, pushing Guccio Gucci to introduce other fabrics in the composition of the products, such as raffia, wicker, wood, linen and, jute. In 1935 the invasion of Ethiopia by Mussolini led the League of Nations to impose a trade embargo on Italy. Eventually, a larger workshop had to be acquired to house Gucci's 60 artisans. He also opened a small workshop to have his own leather goods made by local craftsmen. In 1921, Guccio Gucci bought his own shop on 7, Via della Vigna Nuova in Florence, Azienda Individuale Guccio Gucci, where he sold imported leather luggage. After WWI, he worked for the maker of fine luggage Franzi.
Then he worked 4 years for the Compagnie des Wagons-Lits, the European rail company that specialized in upscale travel leisure, thus further enhancing his experience with luxurious traveling lifestyles. While working as a bellhop there, he would load/unload the luggage of the hotel's wealthy clients, learning about their tastes in fashion, quality, fabrics, traveling conditions. Guccio Giovanbattista Giacinto Dario Maria Gucci (1881–1953) left Florence for Paris, and settled in London in 1897 to work at the high-end Savoy Hotel. The Gucci family claims its origins are rooted in the merchant city of Florence since around 1410. Gucci is a subsidiary of the French luxury group Kering. Marco Bizzarri is CEO of Gucci since December 2014, and Alessandro Michele creative director since January 2015. In 2019, Gucci operated 487 stores for 17,157 employees, and generated €9.628 billion in sales (€8.2 billion in 2018). During the 2010s, Gucci became an iconic ' geek-chic' brand.
In 1999, Gucci was acquired by the French conglomerate Pinault Printemps Redoute. After this crisis, the brand was revived with a provocative 'Porno Chic' props. Following family feuds during the 1980s, the Gucci family was entirely ousted from the capital of the company by 1993.
Under the direction of Aldo Gucci (son of Guccio), Gucci became a worldwide-known brand, an icon of the Italian Dolce Vita. Gucci was founded in 1921 by Guccio Gucci in Florence, Tuscany. Its product lines include handbags, ready-to-wear, footwear, and accessories, makeup, fragrances, and home decoration. Gucci ( / ˈ ɡ uː tʃ i/, GOO-chee Italian pronunciation: ) is an Italian luxury fashion house based in Florence, Italy.
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