The company was founded in Bologna in 1975 by Massimo Osti, the revolutionary designer internationally recognized as "godfather of urban sportswear". The brand immediately found favor among Italian intellectuals and artists thanks to its subtly anti-conformist interpretation of the functional classics of urban man's wardrobe. For over 45 years the brand has continued to spread its line of military models and sportswear, combining them with the innovation of the intensely sought-after and avant-garde Italian fabric. This fabric innovation has always been guided and intensified by the use of garment dyeing, a technique of which the company was the first in the world to develop in the mid-'70s, in which completely finished garments made with different types fabric and fiber were dyed as a final step. This incredibly complex technique, which even today only a handful of brands is able to use, produces clothing with an extraordinary richness of color and tone-on-tone subtlety. The end result is a piece of clothing that is easy to wear, nonconformist and even ironic in its details.