While the logo craze may come and go there is something timeless about the ubiquitous “GG” label. Guccio Gucci opened his first leather shop in the early 1920’s. He crafted leather luggage inspired by the bags carried by wealthy tourists visiting Italy. By the 1930’s the brand had expanded to shoes, women’s handbags, wallets and belts. Gucci’s iconic canvas logo design first appeared in the WWII era when leather was more scarce.
Guccio’s sons inherited the business in the 1950’s and opened the first store in the USA. It was then when the trademark red, green, and black striped design webbing first appeared and was used for bag handles and other embellishment. At this time the brand relied heavily on it’s logo and trademark color scheme, bringing the house success during the 1970’s logo craze but it eventually failed to branch out. The brand was revived in 1989 by a change in creative direction. The Gucci family stepped aside and appointment American designer, Dawn Mello, to edit and refine the collections. It was Mello that brought on Tom Ford in 1990. "I couldn't have cared less about Gucci when I first went there,” Ford said, “But soon after I arrived, I cared a lot." Ford took the brand to new heights in the 1990’s, adding sex appeal and a much needed element of controversy, turning a former leather shop into a full fledged Italian couturier.