Founded in 1925 by Adele and Edoardo Fendi, Fendi started as a boutique in Rome specializing in leather and furs . The business quickly won acclaim for the quality of their products and other boutiques were eventually opened outside of Rome in the 1930s and 1940s. It was not until 1946 that the five Fendi daughters began to work in the family business and with their arrival, as did fresh new ideas.
In 1965 the Fendi sisters met an up and coming designer who would help bring the Fendi brand to the next level—Karl Lagerfeld. With Lagerfeld Fendi products are reinvented—the first ready to wear fur collection is shown in 1969 and the Fendi bag is transformed solidifying its place in fashion. Lagerfeld also introduced the company’s signature double F logo.
In 1977 Fendi began their r eady to wear lines but it was not until the 1980s and 1990s that they made their biggest foray in the market with men’s wear, denim, giftware, eyewear and fragrances. The first Fendi fragrance a floral based perfume for women called Fendi, was launched in 1985 while the woodsy first men’s cologne, Fendi Uomo was introduced in 1988. A series of other perfumes came next such as oriental scent based Asja, the fruity Fantasia, the floral Fendi 2004, the spicy Fendi Theorema and the romantic Fan Di Fendi among others. Men’s colognes include masculine Life Essence and the fresh Theorema Uomo.
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