The brand was originally founded in 1957 by 7 Bell S.p.A, a Tuscan atelier, known for its superior quality garments and first producer of Italian denim. Authenticity and a passion for excellence fuel the President’s project. Pride for the product crafted in Tuscany is the defining note. CEO and creative director Guido Biondi is the brains behind the label.
The AW19 'Mughal Stories' collection takes inspiration to the empire of the same name that ruled most of India and Pakistan in the 16th and 17th centuries.Crafted from soft, breathable cotton-jersey, T-shirts are printed and embroidered with a series of miniatures. It was a popular art form at the time to portray animals and plants in such a realistic way.