How To Be G

When coming from such a rich leather, luxury and fashion related lineage as Gucci, how to escape the fate that guides you towards what you really are? This is probably the question that haunted Alessandro and Guccio Gucci, great-grandchildren of the founder of the legendary brand, Guccio Gucci. Starting from the idea that people never change and that the first love cannot be forgotten, they decided to create their own line of fashion and prove they are as good at designing clothes and accessories as their ancestors.

The global brand nowadays owned by PPR (Gucci Group), would have not forgiven the use of their name within the same industry. Therefore, they have chosen with no remorse “To Be G” as signature for their initial line of bags and shoes. Thus they avoided trademark infringement lawsuits and they also position themselves as a distinct brand on the market. They actually claim having their own vision and not trying to replicate the famous brand’s models.

This year marks the third season of their new original fashion story. After the first lines of bags which include both modern and classical designs, they even launch a collection of ready-to-wear clothing items such as jeans and leather jackets. Whether they come in the form of “grandma bags” or as innovative trendy skirts and trousers, all their products are valuable Italian trophies manufactured in the historical plant of the founding ancestor of the dynasty, in Scandicci near Florence. They are sold in some of the finest shops in Europe and bear all sorts of inspirations and patterns. Spanish matador cuts of leather jackets, floral embroideries crocheted on bags and clothes, stiletto heals combined with casual fur garnish, all their lines of products address those quality and price aware customers with a cultivated aesthetic sense.