Biella – The designer and entrepreneur from Biella died at the age of 91 Nino Cerruti, one of the great protagonists of Italian fashion in the world. He was hospitalized in the Vercelli hospital and would have died following some complications after a hip operation. The employees of the Biella-based company were immediately informed of the incident. «A news that saddens me a lot: a giant of Italian entrepreneurship and a significant piece of Biella’s history are leaving with him. I will always remember him with affection and esteem, for his intuitions, competence and foresight with which he made Italian fashion great, exporting our made in Italy to the world », comments the Biella Deputy Minister of Economic Development, Gilberto Pichetto.
The biography
Born in Biella on September 25th 1930 from a family of textile industrialists, he inherited the business on the death of his father at the age of twenty. Thus he interrupts his studies in Philosophy and Journalism, to immediately rediscover himself suited to the highest level of style and fashion. Following the family tradition, over the years it has invested heavily in the research and development of materials, adding particular attention to design with taste and highly personal intuitions. In short, since 1957 to be precise, he has achieved worldwide resonance with the presentation of his first clothing line, the Hitman, in Milan. In 1962 he founded with Osvaldo Testa the “Flying Cross” brand, the first “Designer Line” to be added to the Hitman line. In 1967 he opened the first Cerruti 1881 boutique in Place de la Madeleine in Paris. In the mid-sixties in his Lanificio Fratelli Cerruti he avails himself of the collaboration of new emerging names in Italian fashion, hiring as a designer a rookie of the caliber of Giorgio Armani.
In the seventies he created the first deconstructed jacket. Establishes licensing agreements in Japan and the USA in order to increase the visibility of the brand at an international level and to maintain competitive prices in multiple markets, demonstrating that, in addition to artistic skills, they have a strong entrepreneurial vocation in the global market. In these years the women’s line was also born, which twenty years later will represent 20% of the company’s total turnover. In 1975 Hitman began the production and distribution of knitwear, shirts and casual lines: Cerruti 1881 Brothers. At the end of the 1970s he also launched the first men’s perfume linked to the brand, named «Nino Cerruti», Followed by other insights and innovations: in the 80s the sportswear line, particularly appreciated for clothing dedicated to tennis and skiing. In short, it sponsors world-famous athletes such as American tennis player Jimmy Connors and Swedish skier Ingemar Stenmark.
The brand’s popularity increased further in 1994 when the brand was named the official designer of the Ferrari Formula 1 team. Two new perfumes were launched at the beginning of the 1990s: “Cerruti 1881 Pour Homme” and “Cerruti 1881 Pour Femme”, both produced and distributed by Elizabeth Arden. In addition, single-brand stores are opened in China, Hong Kong, Thailand and Indonesia. In 1995 the production of the women’s line “Cerruti Arte” began, positioned in the “Top Designer” segment. In 1998 the new men’s perfume «Cerruti Image» was presented at the Guggenheim Museum in Bilbao. In the same year the Cerruti store opens on Madison Avenue in New York. In 2000 Cerruti opens a flagship store in Hong Kong. In the same year, the female version of the «Cerruti Image» perfume was launched. Also in 2000 Nino Cerruti was appointed Cavaliere del Lavoro by the President of the Republic. In 2001 Cerruti Holding sold the Cerruti 1881 brand to focus on the Fratelli Cerruti wool mill where Nino Cerruti. Among the awards received as evidence of a career that has given so much to taste and fashion not only in Italy, but worldwide: the Bath Museum of Costume Dress of the Year Award, England, 1978; the Munich Fashion Week Award, 1981; the Cutty Sark Award, 1982, 1988 and the Pitti Uomo Award, Italy, 1986.
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