Etro CEO Cardinali on deadstock, Gen Z and the brand’s new creative vision

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Shortly after he was hired as Etro’s creative director, Marco de Vincenzo proposed employing deadstock textiles from the Italian brand’s vast stores of unused fabric to create a new handbag collection. To the company’s new chief executive Fabrizio Cardinali, the idea was a revelation. “He said, ‘Why should we buy fabric when we have so much here?’” says Cardinali. “It was music to my ears.”

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Etro CEO Cardinali on deadstock, Gen Z and the brand’s new creative vision

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