The company, from 1972
to the present day.
The history of L. Pucci clothing began in the 1970s and is closely intertwined with that of the man who created it: Lorenzo Pucci. After learning the ropes in the linen business, Lorenzo set up the L.P. clothing factory in Castelfiorentino, a small town in the heart of the Elsa Valley that was already teeming with workshops specialising in different types of clothing. Lorenzo, however, was determined to follow his instinct, which was to prove brilliant, namely to specialise in the quintessential female garment, the skirt! Between the 1970s and 1980s, the skirt underwent many evolutions in style and use, but despite these challenges, with the help of 'his women', Lorenzo managed to dominate the market to the point of creating a product of excellence that was to gain recognition throughout Italy.
At the start of the 1980s, the strategy of the clothing industry changed. Women were more and more free and easy-going and underwent a change of image: they revived a garment that had already surfaced at the beginning of the 20th century, only to be put away during and after the Second World War: trousers! L. Pucci welcomed this new fashion and, within a few years, became a leader in the production of skirts and trousers; it produced around 400,000 garments a year and counted on a network of as many as 150 women working on a subcontracting basis. During these years, Lorenzo was flanked by the second generation, his daughters Carla and Manuela, who joined the company, giving it new life and new stimuli.
In the 1980s, the company faced a great increase in competition and, once again, the latest novelty of the moment: jeans! With his twenty years of experience, however, with insight and passion Lorenzo led the company to evolve yet again into the world of denim.
In the 2000s, L. Pucci began a new life cycle when the third generation of the family joined the company. Lorenzo had the time to see his grandchildren take his clothing business forward, and his grandchildren learned so much from him, especially respect for people and love for what they do. Lorenzo passed away in 2017, leaving a great void filled by his many teachings which allow the company to continue to thrive to this day.