Elio Fiorucci (1935-2015) was born in Milan, Italy, where he inherited his father's shoe store. In the mid-60's, he began traveling to London to bring mini-skirts and other fashionable items for sale in his shop in Milan. In 1967, he opened a larger store, selling clothes from London as well as those he designed himself, which soon became world-renowned. Fiorucci stores opened throughout the world, cleverly designed so that merchandising, packaging and display all reflected the company's spirit, recycling old ideas in new ways. His world is about hip merchandising, and hip and youthful products.