Guccio Gucci is a Florentine emigrant who works in Paris and then in London, in some luxury hotels; thus he began to learn the refined style and to expand his knowledge with the upper middle class members. In 1921 he returned to Florence where he began to open a series of small shops that produces leather goods and articles for horse riding, a reference that always appears in the. In 1938, together with his sons Aldo, Vasco and Rodolfo he opened some boutiques in Milan and Rome, in via Condotti. The company goes through the autarchic period thanks to the creativity of Gucci which replaces the leather with less expensive materials such as bamboo, hemp, linen and jute. It's 1945, the brand becomes an s.r.l. and after the expansion in Europe it begins to export to the United States. In 1953, the first store opened in America, in New York. The elements that distinguish the brand are born: in 1947 the first bag with a bamboo handle, around 1952-1953 the moccasin with the clamp and in 1966 the foulard Flora, created for Grace Kelly. In 1982 the company became a joint stock company. From 21 January 2015, Gucci appoints Alessandro Michele creative director, responsible for all product collections and the brand image.