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Sporty, young, urban, athletic, men, women.

Famous for:

Adidas are famous for their running shoes. 

How it all began:

In 1949, Adolf Dassler founded Adidas.  He began producing his own sports shoes at the age of 20 in his mother’s wash kitchen, with the vision to provide every athlete with the best footwear for their sports discipline. 

After World War II, Dassler made the first post-war sports shoes using canvas and rubber from American fuel tanks.  It was in 1948 that he introduced Adidas as his company name, a combination of his first and last name.  A year later, he registered the unmistakable three stripes, which are instantly associated with Adidas.

Adidas gained recognition when the German team wore Adidas soccer shoes with screw-in studs, winning the Soccer World Cup against Hungary in 1954.  Dassler was the first to use sports promotion in order to make the public aware of his innovations, and used many famous athletes to advertise his products.

Back in 2006, Adidas was accused of racism when one of the limited edition trainer designs created by US graffiti artist Barry McGee, featured a yellow picture of an Asian youth with bowl-cut hair, buck teeth and a pig nose.  Asian-American groups accused the trainer of being an Anti-Asian stereotype.


 

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As Adidas sunglasses are designed to make athletes perform better in their sport, it’s no wonder that Jeremy Wariner, an Olympic gold medalist is seen sporting these shades. 

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Apparel, sports shoes, sports accessories.

Style:

Traditional, classic, British, mature, men, women.

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Burberry is famous for its check design.  The black, white and red pattern was first used as a lining for the Burberry trench coat in 1924, and became a registered trademark in 1967.

How it all began:

Thomas Burberry, the creator of Burberry began his career as a draper’s apprentice and opened a small outfitters shop in 1856 in Hampshire, England at the age of 21.  His commitment to quality and innovation in fabric, earned him a loyal following.

In 1880, Burberry developed a new fabric called “gabardine” that was both breathable and weatherproof.  Burberry made the Tielocken coat, the predecessor of the trench coat which was worn by British officers during the Boer War.  The quality of Burberry’s products was tested to its limits when Norwegian explorer Captain Roald Amundsen was the first man to reach the South Pole, was fully decked out in Burberry.  In 1914, the famous Burberry trench coat was born after being commissioned by the War Office to adapt the Tielocken.

The reserved, English brand became popular among British football fans, causing Burberry to become associated with chavs.  Normally, young adults from a working class background can be seen sporting Burberry baseball caps creating the wrong image for the brand.  Burberry became a national joke when photos of former British soap star Daniella Westbrook and her baby were photographed from top to toe in Burberry.

To get away from this stereotype, Burberry has been relaunched, featuring advertisements in top fashion magazines, such as Vogue, Tatler and Harpers Bazaar.

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Hollywood starlet Megan Fox has been seen around L.A in Burberry sunglasses.  Whereas, Brad Pitt keeps the look classic, as he relaxes with his family in Burberry sunglasses.

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Trenchcoat, umbrellas, scarves, luggage, timepieces.

Style:

Classic, revolutionary, sophisticated, timeless, young, mature, men, women.

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Dior is famous for revolutionizing fashion with the “New Look.”  After years of military and civilian uniforms from World War II, Christian Dior turned women’s fashion around by introducing a softer, more feminine silhouette in women’s fashion.

How it all began:

Christian Dior was born into a wealthy family in Normandy, France in 1905, and then moved to Paris at the tender age of 5.  He followed his family’s wishes by studying Political Science, but his passion for art led him to open a contemporary art gallery, showcasing the works of Fernand Leger and Braque.  When the stock market crashed his family’s finances were ruined and his art gallery came to an end.  To make money, Christian Dior started selling fashion sketches to Parisian couture houses and was hired as a designer.

In 1943, textile tycoon Marcel Boussac decided to finance Christian Dior’s own couture house.  Christian Dior revolutionized the fashion world in 1947, with the small-waisted, full-skirted “New Look” silhouette, moving away from the conservative shapes of World War II.

During the 1980s, Christian Dior shocked the public with an advertising campaign featuring two men, the Wizard and Oliver, and their female companion, the Mouth, implying a bisexual three-way.  The two year campaign followed their escapades, eventually leading to the marriage between two of them and a saddened “best man.”  The ads were featured in many magazines including Vogue and Playboy.
 

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Christian Dior has been worn by high-profile, glamorous clients, including Marlene Dietrich, Ava Gardner, Rita Hayworth, the Duchess of Windsor and Eva Peron. 

Young, modern-day starlets, Heidi Montag, Eva Longoria, Drew Barrymore and Kylie Minogue have all been spotted appreciating the allure of Dior sunglasses.

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Fragrance, cosmetics, jewellery, watches.

Style:

Urban, retro, young, sporty, male, female.

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Diesel is famous for its denim jeans designed to set you apart from everyone else.

How it all began:

Diesel was founded in 1978 by Renzo Rosso and he wanted to create a niche away from unoriginal fashion trends.  He did this by surrounding himself with talented innovators like himself.  The aim was to create an apparel line to match the individual stylistics of independent people.
 
The cosmopolitan Diesel team has the freedom to design how they like without the borders of trends, and to create unpredictable apparel.  Their unconventional working methods have attracted interest from media and international consulting organizations.

At times, their freedom for creative expression has caused controversy.  In 1998, a Diesel cinema commercial mocking the death of a First World War soldier clashed with the 80th anniversary of Armistice Day, causing the Royal British Legion to condemn the commercial.

In the commercial, the soldier is so pleased with his Diesel jeans that he marches up and down in them attracting the attention of a German sniper.  When his friend tries to get him to sit down, his friend is shot dead.  It ends with the German soldiers taking over the trench as the British troops flee.  What was meant to be humorous, appeared as distasteful.

In line with their innovative approach, Diesel has been spurring on creativity among urban youth by sponsoring several projects, such as the Diesel-U-Music Contest. This is the chance for unknown urban music acts to get noticed and battle it out on stage for a cash prize, tour support and press coverage.

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Bourne star Matt Damon likes to dash around in Diesel sunglasses. On screen. Diesel sunglasses have been seen worn by Brad Pitt in Ocean’s Twelve. Young, female non-conformists like actress Lindsay Lohan can be seen causing trouble in her Diesel sunglasses.

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Footwear, bags, jewellery, apparel, homeware, fragrance, helmets.
 

Style:

Exclusive, prestige, elegant, young mature, men, women.

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Fendi is famous for its “baguette” handbags.  It was created in 1997 in 600 versions with different, unusual materials making it an essential accessory and a collector’s item.

How it all began:

A young couple by the names of Edoardo and Adele Fendi set up the first handbag shop and fur workshop in 1925 in Rome, Italy.  Fendi soon became known outside of Rome after the business expanded quickly in the 1930s and 1940s.

The five daughters of Edoardo and Adele brought new ideas to the business.  They later introduced Karl Lagerfeld to the company, who revolutionized fashion by changing, redesigning and reinterpreting fur into a fashionable, soft piece of clothing.  The “double F” logo was designed and became an all-important feature of the brand.

Similar to the fur products, the Fendi bag was transformed into a new generation of bags, featuring softer and unstructured shapes.  Today, Fendi has become one of the biggest fashion houses in the world.

In 2007, Fendi became the first fashion house to stage a fashion show on the Great Wall of China.  This spectacular treat involved 44 models from China and 44 international models walking down an 88 metre long catwalk.  The symbol of division and isolation was transformed into a symbol of union between people and cultures.

To celebrate 10 years of “baguettes,” an anniversary collection of ten bags in ten colors have been created.  One of them is made from white canvas that comes with a set of Pantone coloring pens, allowing the owner to personalize the bag.

Seen On:

Young and mature celebrities can be seen in Fendi sunglasses, from hair-raising vixen Lindsay Lohan to award-winning actress Julia Roberts.

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Furs, fragrances, timepieces, writing instruments.
 

Style:

Minimalist, sleek, elegant, young, mature, men, women, simplistic lines.

Famous for:

Giorgio Armani is famous for his simplicity and elegance.  His clean-cut, tailored line reflects his philosophy in making the person look better and not changing drastically season by season. 

How it all began:

Giorgio Armani began his career as an assistant designer for Nino Cerruti.  In 1974, he went on to establish Armani with a menswear label, and in 1975 launched a womenswear line.   By 2001, he was named as the most successful Italian designer by Forbes magazine.

In 1982, Giorgio Armani appeared on the cover of ‘Time’ magazine, the first fashion designer to accomplish this since Christian Dior in the 1940’s.  Within that same year, he launched Giorgio Armani’s first female fragrance, Emporio Armani underwear, swimwear and accessories.

In 2006, Giorgio Armani became one of the first fashion designers to shun skinny models on his catwalk.  After anorexic Uruguayan model Luisel Ramos dropped dead from heart failure on the catwalk, there was a huge uproar over using skinny models.  Armani condemned designers who continued to use skinny models.

As a favourite of many celebrities, Victoria Beckham has stripped down to her bare essentials to model for Armani Underwear campaigns.  This is the first time the brand has been modelled by an international celebrity.  In the past, unknown models were used for advertising campaigns.

Seen On:

Peace-lover Bono from U2 is always seen on tour wearing Armani sunglasses.  Bono collaborated with Armani on the Red Collection to raise funds to help people affected by HIV and AIDs in Africa.  Other followers of Armani, range from demure British actress Emma Thompson to American urban hip-hopper R. Kelly.

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Apparel, fragrances, hotels, cosmetics, timepieces.

Style:

Opulent, designer, formal, men, women, young, mature.

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Gucci is famous for its leather handbags.  It is one of the most prestigious and recognizable fashion brands worldwide.

How it all began:

Guccio Gucci founded ‘The House of Gucci,” a leather goods company in Florence, Italy in 1921.  Within a few years, the label attracted cultivated international clientele who sought out the equestrian-inspired collection of shoes, belts, gloves and bags.
 
Italy was hit by the Fascist dictatorship in the 1940s leading to a shortage of materials.  Through his use of resourcefulness and creativity, Gucci created the “Bamboo Bag,” one of Gucci’s most iconic products today.

In the 1950s, the green-red-green web trademark, taken from the saddle girth was a great success and still remains as one of Gucci’s most familiar identifiers.  Gucci quickly became a global luxury brand with the opening of stores in Milan and New York.

In the 1960s, Gucci headed to the Far East to expand their business and remained successful until the late 1970s, when disastrous business decisions and family quarrels almost caused the company to go bankrupt.  Eventually, Gucci was sold off to Arab buyers in the early 1980s.  Tom Ford was employed as the creative head of Gucci and managed to bring the brand back to its chic status in the 1990s.

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Gucci sunglasses rose to popularity in the 1960s with glamorous icons, such as Grace Kelly, Audrey Hepburn and Jackie Onassis being big fans of the label.

Modern-day Hollywood divas, such as Charlize Theron, Madonna and Gwyneth Paltrow all like to wear Gucci sunglasses.

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Shoes, belts, jewellery, watches, handbags, ties, scarves, hats and fragrances.

Style:

Stylish, sporty, men, women, young, mature.

Famous for:

Nike is famous for running shoes and their instantly recognizable swoosh logo.

How it all began:

Nike was originally known as Blue Ribbon Sports, founded in 1964 by University of Oregon track athlete, Philip Knight and his coach Bill Bowerman.  Most of their sneakers were sold from the trunk of Knight’s Plymouth Valiant at track meets.

By 1971, Blue Ribbon Sports opened their first retail store and launched a line of footwear bearing the well known swoosh logo.  The first Nike football shoe carrying the iconic symbol was born.  Through trial and error, Bowerman created the Waffle Trainer in 1974, after pouring liquid urethane into his wife’s waffle iron.  The outsole that had waffle-type nubs for traction was lighter than traditional training outsoles.

The 1980s marked a decade of transition with the successful launch of Nike Air technology, and a new signature shoe named after American basketball player Michael Jordon for NBA wannabees.  Nike launched a series of three empowering adverts with the tagline “Just Do It!” featuring a young sport athlete called Bo Jackson.  The series included three adverts with the young, two-sport athlete who treasures his cross-training shoes.
 

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Tiger Woods is regularly seen golfing in a pair of Nike sunglasses.  Apart from sporting heroes, movie stars like John Travolta have been seen wearing Nike sunglasses.

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Apparel, bags, watches, sports shoes.

Style:

Edgy, urban, young, masculine, men, women, unique, distinctive, androgynous, anti-conformist.

Famous for:

Police are famous for their mirror shades.  Inspired by the mirrored sunglasses worn by police officers in the US, Police sunglasses rose to popularity in the 90s with its mirrored lenses and gold frames.

How it all began:

The Police brand was launched in Italy in 1983 by De Rigo, a world leader in eyewear manufacture and distribution, to introduce a unique brand of sunglasses.  During the yuppie years of the eighties, sunglasses were quickly becoming a fashion accessory, but had no substance to them.  It was from this that Police wanted to create styles that gave the wearer a bold, strong personality.

As a trendsetter in fashion, the blue mirrored lenses launched in the 1990s became a global hit.  Previously, focusing attention on masculine silhouettes, Police has in recent years added feminine styling to its creations, and is launching kids sunglasses to contribute to their all-round lifestyle brand.  

Their ad campaigns named Be Younique will take “a road less travelled,” where they will transform young, regular men and women into spokespeople.  The adverts will play on their unique professions, such as an elephant-sitter, a shampoo taster and a shark dentist to capture real-life, unseen shots combined with the seductive use of Police eyewear.  This is a brave move away from their success of using famous celebrities as spokesmen. 

Seen On:

Bruce Willis, George Clooney, David Beckham and Antonio Banderas have all been carefully selected in the past to be spokesmen for Police.  All four of them are unique in their own way, but reflect the charisma and masculinity of Police.  Even, tough man Sylvester Stallone has been seen sporting Police sunglasses.

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Jewellery, watches, apparel, fragrances, accessories.

Style:

Exclusive, designer, high fashion, men, women, designer, young, mature.

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Prada is famous for its luxury handbags and its simple, yet elegant designs.

How it all began:

In 1913, Mario Prada and brother Martino set up a leather goods shop in Milan, Italy.  Their specialties included English trunks, suitcases and handbags, which gained them great recognition.  Mario Prada did not believe in women being involved with the business, however, after his death in 1950s, his son had no interest in being involved with the business.

Ironically, it was Mario’s daughter-in-law who successfully took over the business.  In 1978, her own daughter Miuccia Prada, a former mime with a PhD in Political Science, joined the company.  Even though her qualifications didn’t match a job in fashion, she had a great eye in fashion.  With her natural talent and the help of her husband Patrizio Bertelli, she launched Prada into the world of haute couture.  In 1985, she launched the classic, black nylon Prada bag that became an instant hit for its functionality, practicality and style.  In 1989, Prada took the world by storm with a prêt-a-porter collection of elegant and simple pieces.  By the 90s, Prada was creating high-quality, smart and sophisticated garments and accessories.  Miuccia Prada still heads the Prada label and has launched a younger fashion line called Miu Miu.

As well as developing creative ideas in high fashion, Prada also explores helping others to become innovative.  Prada commissioned 9 upcoming directors to create a series of short films based on the sensory associations of the Infusion D’Homme perfume.  Petro Scalia, one of the world’s leading film editors, has edited the 9 films to create a single work representing Prada’s vision of the fragrance.

Seen On:

The rich and famous like to wear Prada sunglasses; from notorious hotel heiress, Paris Hilton to Hollywood actresses Uma Thurman, Eva Longoria and Jessica Alba.

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Fragrances, leather accessories, shoes, hats, ready-to-wear.

Style:

Classic, casual, timeless, men, women, young, mature, American style.

Famous for:

Ralph Lauren is famous for the short sleeve mesh shirt emblazoned with the Polo logo.

How it all began:

Ralph Lauren was born in The Bronx, New York to Jewish parents.  With a passion for men’s suits, he worked after school at a young age to earn enough money to buy them.  His entrepreneurial spirit started at an early age where he would sell ties to his classmates.

Unlike many of the great fashion designers, Ralph Lauren never attended fashion school.  With early aspirations to become a millionaire, Lauren opened a necktie store in 1967, where he also sold his own handmade designs under the label “Polo” - named after the sport that embodies elegant and classic style.  His fashion empire has since grown into a billion-dollar business.

Ralph Lauren combines American preppy with European tailoring.  The romantic style of Ralph Lauren attracted the attentions of Paramount Studios and was asked to design costumes for the male cast of The Great Gatsby.  The suits and sweaters were influenced by American icons Ernest Hemingway and F. Scott Fitzgerald.

However, Ralph Lauren’s all-American preppy style isn’t favoured by everyone.  In 2008, he was chosen to design the Official Opening Ceremony Parade Outfits for the U.S. Olympic and Paralympic teams.  There was a media out roar over these uniforms, as they were seen as racist and too classic, rather than representing the multiculturalism of modern-day America.
 

Seen On:

All-American Friends stars Rachel Aniston and Courtney Cox are big fans of Ralph Lauren sunglasses.  As is One Tree Hill star Chad Michael Murray.

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Timepieces, fragrance, shoes, homeware, apparel.
 

Style:

Stylish, sporty, men, women, young.

Famous for:

Smith Optics is famous for its high performance eyewear and goggles, specially crafted for extreme sportsmen and women.

How it all began:

Smith Optics was founded in 1965 by Dr Bob Smith, an orthodontist who made goggles by hand using dental tools, foam and glue in Sun Valley, Idaho.  He revolutionized eye goggles by introducing a sealed thermal lens and breathable vent foam.  His early prototypes were manufactured around the kitchen table with friends. 

Smith Optics has now become a leader in high performance eyewear and goggles.  Smith Optics works with top names in motocross, skiing, surfing, biking, wakeboarding and skateboarding to develop and test new products.  Tapered Lens Technology, found in all Smith models whereby distorted images are eliminated and optical clarity is received, is an example of one of their innovative creations.
 
Smith Optics sponsors a number of athletes to become top in their sport.  Ashley Fiolek, Smith Optics female moto athlete recently had the chance to touch the life of a fan.  The Cooper family who are fans of Fiolek were chosen for the TV reality show Extreme Makeover.  Apart from receiving a new house, they also had a visit from Fiolek.  Fiolek became teary eyed as the daughter of the family spoke how free riding a motorcycle makes her feel.  Smith Optics, also kindly donated gear to the children.

Seen On:

Top athletes wear Smith sunglasses, including U.S. former basketball superstar Michael Jordon, and Indianapolis Colt’s quarterback Peyton Manning.  Apart from athletes, celebrities like John Travolta in the film Wild Hogs wear Smith sunglasses for a cool exterior.

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Apparel, helmets, ski poles, backpacks and hats.

Style:

Luxury, fashionable, designer, high fashion, men, women, young, mature.

Famous for:

Versace is famous for its daring designs. In 1982, he introduced metallic garments that soon became his trademark.  Also “That Dress” worn by British actress Liz Hurley with safety pins up the side became well-known in the 90s.

How it all began:

Gianni Versace started working as an apprentice at his mother’s dressmaking business, and then started working as a freelance designer.  By the age of 25, Versace was already creating prêt-a-porter collections for top fashion houses of the time. 

In 1978, Gianni Versace with the help of his brother, Santo, founded the Versace company in Milan.  Gianni took risks in constantly challenging the boundaries of the fashion industry and that led him to win a number of design awards, including the Cutty Sark Award in 1988 for ‘the most innovative and creative designer in the world.’

In 1997, the fashion world mourned after Andrew Cunanan embarked on a killing spree with Gianni Versace as one of his victims.  It was widely reported that Cunanan engaged in prostitution with older men, resulting in media speculation that some of his victims were former clients.

Donatella Versace, Gianni’s younger sister took over the helms of Versace as the newly appointed Creative Director.  She introduced softer, feminine lines whilst adhering to Versace’s philosophy of providing superior designs and unrivalled quality.
 

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Sir Elton John has long been one of Versace’s biggest fans, often wearing customized items.  Rock stars, Jon Bon Jovi and Courtney Love are seen head-banging in their Versace sunglasses. 

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Apparel, timepieces, watches, fragrances, cosmetics, home furnishings.