HISTORY

LIU•JO was born from a brilliant intuition by the Marchi brothers - Marco and Vannis - who, in the mid 1990s, developed their first knitwear collection. The enterprise started in Carpi, the Italian knitwear district par excellence, known as one of the main drivers of Italian industry and crucial crossroads of research, technology and tradition. The brand developed quickly and strengthened its presence in the clothing sector by introducing the LIU•JO and LIU•JEANS collections, the symbols of refined, dynamic and modern femininity. Over the same years its development process began on the Italian market, at first by starting the multi-brand distribution in Italy and then – after the year 2000 - by opening the first mono-brand stores in Italy and abroad. The great success obtained lead to a further development of the company thanks to the launch of a line of accessories, the LIU•JO Junior collection devoted to baby girls, as well as AJAY, the brand devoted to softer and more feminine silhouettes, in addition to a line devoted to menswear. The following five years saw the debut in the world of licenses with the following lines: LIU•JO BABY for baby girls from 0 to 5 years, LIU•JO LUXURY was a collection of sophisticated jewels defined by precious details, LIU•JO UNDERWEAR and BEACHWEAR, and LIU•JO CASA, a line introducing the unmistakable LIU•JO style also in home-wear. Starting from 2008, the company started to streamline its collections and create a cosmopolitan and contemporary lifestyle brand: LIU•JO Shoes was launched, a line of shoes perfectly mirroring all the proposals of the LIU•JO world, and also the menswear line became part of the jeans world. February 2008 saw the implementation of the Bottom-Up Collection by LIU•JO integrated communication project, launching the icon jeans of the brand on the Italian market thanks to an innovative TV campaign. At the same time, the company consolidated its presence in the retail sector in Italy and started an important development stage on the international markets. The 2008/09 period saw the company increasing its efforts to strengthen and consolidate its presence on the international markets by establishing the companies LIU•JO Asia Pacific and LIU•JO Retail Benelux. 2010 has paved the way to new and positive developments: the company acquired the LIU•JO Underwear and Beachwear lines and included them among its collections, whereas the name of the jeans collection has changed to LIU•JO JEANS, to recall the LIU•JO brand in a more direct way. 2011 is an outstanding year for the brand, with the European launch of the Bottom-Up project, with the opening of the first store dedicated to accessories and with the choice of Kate Moss as testimonial of the brand.