The evolution of men’s fashion from the post-World War I era to today: the history of Sartoria Litrico
The evolution of men’s fashion has undergone numerous changes over time, shifting from sober and classic styles to more daring and experimental looks. The post-World War I era marked the beginning of a period of great transformation for fashion, giving rise to major male and female fashion houses and revolutionizing the way clothes were presented to the public. In this article, we will explore the history of the evolution of men’s fashion, with a particular focus on Sartoria Litrico, one of the most important Italian fashion houses.
The origins of the great fashion houses
In the post-World War I period, the fashion industry began to expand rapidly, thanks to economic recovery and increased demand for luxury clothing. Major fashion houses, such as Chanel, Dior, and Balenciaga, emerged as symbols of elegance and sophistication, creating iconic women’s garments that reflected the socio-cultural changes of the time. In parallel, men’s fashion saw the birth of fashion houses like Brioni, Corneliani, and Zegna, which began offering high-quality tailored suits and setting industry standards.
Sartoria Litrico: a history of success and innovation
Sartoria Litrico was founded in Rome in 1951 by Angelo Litrico, a young tailor who had learned the trade as an apprentice since the age of 8 in a tailor shop in Catania. In 1945, thanks to his dedication and talent, Angelo moved to Rome and in 1951 opened his tailoring shop in the heart of the Dolce Vita, just a stone’s throw from Via Veneto, quickly transforming the small tailoring business into one of Italy’s most renowned fashion houses. Sartoria Litrico stood out for the quality of its garments and its ability to interpret the needs of the most demanding clients, including numerous heads of state, actors, and businessmen.
The revolution of men’s fashion shows
One of the most important elements in the history of Sartoria Litrico is the introduction of men’s fashion shows. Until then, men’s clothing was presented in a rather static way, without the emotion and creativity that characterized women’s fashion shows. Angelo Litrico, with his avant-garde vision, decided to bring men’s tailoring to the runway, organizing the first men’s fashion show.
Maison Litrico is credited with these firsts:
• First Italian Haute Couture Maison to stage a men’s fashion show, also giving birth to the profession of the male model.
• First Italian Haute Couture Maison to hold a fashion show in Russia, in Kiev, in 1957.
• First Italian Maison to combine male and female models on the runway.
• In addition, Sartoria Litrico is among the founding members of the Camera Nazionale della Moda Italiana (National Chamber of Italian Fashion).
These events marked the beginning of a new era for men’s fashion, which became increasingly prominent on the international scene, and thanks to these events, Maison Litrico has earned the nickname “Sartoria della Dolce Vita” over the years, as well as being called, in 1960, the Tailoring House that cut the Iron Curtain with its scissors, after Soviet First Secretary Nikita Khrushchev, dressed in Litrico at the United Nations, removed one of his shoes (also Litrico) on October 12, 1960, and repeatedly banged it on the table.
The prerogatives of men’s suits from Sartoria Litrico
Men’s suits created by Sartoria Litrico stand out for their attention to detail, careful finishing, and the quality of the fabrics used. Each garment is made to measure, tailored to the needs and desires of the client, ensuring a perfect fit and unparalleled comfort. Sartoria Litrico employs traditional tailoring techniques, combining them with innovations in design and materials, to create suits that are both classic and contemporary.
One of the prerogatives of our men’s suits is their versatility, allowing the style and features of the garment to be adapted to different occasions and client preferences. From more formal and refined lines to casual and sporty suits, Sartoria Litrico offers a wide range of options to meet the needs of an increasingly diverse and varied audience. All this, combined with the technical perfection of the cut and attention to sewing, with still a minimum of 40 hours of work and 20,000 hand-stitched points for each suit, makes every creation of this historic maison unique in the world and truly exclusive.
Furthermore, Sartoria Litrico is known for its attention to sustainability and the environment. Over the years, it has introduced the use of eco-sustainable fabrics and implemented ethical production practices, promoting responsible and planet-friendly fashion.
Evolution of Sartoria Litrico
The evolution of men’s fashion from the post-World War I era to today has seen the birth and affirmation of major fashion houses and the revolution of men’s fashion shows thanks to pioneers like Angelo Litrico. Sartoria Litrico is an emblematic example of how innovation, tradition, and tailoring elegance can coexist and create men’s garments that reflect changes in society and the needs of modern men. With its history of success and its ongoing pursuit of perfection, Sartoria Litrico represents a benchmark in the world of men’s fashion and continues to inspire new generations of designers and tailors.
Today, Sartoria Litrico has also achieved the status of a “Benefit Corporation”: Benefit Corporations (SB) represent an evolution of the very concept of a company. While traditional companies exist solely to distribute dividends to shareholders, benefit corporations embody a more advanced paradigm: they integrate into their corporate purpose, in addition to profit objectives, the aim of having a positive impact on society and the biosphere, pursue common benefit purposes, and operate responsibly, sustainably, and transparently with respect to people, communities, territories and the environment, cultural and social assets, organizations, and other stakeholders.