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Gucci stores continued to make fine leather bags, but further grew their line by offering products such as shoes, silks, and knitwear. To distinguish the canvas items as Gucci-made, the company began using their double-G symbol with red and green lines, resulting in the brand’s most infamous icon.
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After opening stores in Rome and Milan, Gucci opened its first location in New York City in 1953, the first overseas expansion for the brand.ĭuring World War II, material shortages forced Gucci to utilize canvas rather than their traditional leather and silk products. All four of his sons became heavily involved in the family business as well, allowing them to grow beyond the walls of their original Florencian store. Gucci maintained a rigorous standard for the craftsmen he hired as well as the products he sold, contributing further to the luxurious brand image he built. Originally known as the House of Gucci, the store primarily sold bags to travelers, and the reputation of his high quality leather work became well-known throughout Europe. His fascination with the expensive baggage and luggage he saw led him to open his own leather goods shop in Florence, Italy in 1921. In the early 1900s, Guccio Gucci worked as an elevator boy at the Savoy Hotel in London.