A Summer of Playful Styling with ETRO's Colorful Pocket Squares

In 2010, following Prime Minister Hatoyama's announcement at the UN Climate Change Summit in New York in September 2009 that Japan would aim to reduce greenhouse gas emissions by 25 percent from 1990 levels by 2020, the "Team Minus 6%" national movement for preventing global warming up until last year has been reborn as the "Challenge 25 Campaign" focused on CO2 reduction.

While no-tie cool biz styles are often highlighted, the ideal complement to removing a tie is a vibrant silk pocket square.



As seen in the ETRO styling introduced here, the charm lies in how the print of the pocket square can be used differently—at the edge or in the center—and how a single square can be used in multiple ways depending on how it's folded.

Rather than the most popular basic weaves like the square (TV fold) or the triangle showing a triangular shape, or the three-peaks fold, for summer styles, it's chic to intentionally appear casually dressed with arrangements like the relaxed puffed style, which gives an open impression, or the casually tucked crash style.



ETRO Japan

Tel. 03-3406-2655
http://www.etro.com/

Creative Director Profile

Kean Etro
Born in Milan in 1964, the second son of ETRO founder Gimmo Etro. He studied medieval and modern history at Cambridge University and the University of Milan. These experiences led to "travel" and "discovery" becoming his core themes, and his strong research drive and curiosity have culminated in his current creations. Like his mother, who was an antique dealer, he is knowledgeable about antique art and is also a collector of books from all genres, past and present. After joining ETRO in 1984, he has overseen the image creation of ETRO as the art director for the seasonal catalogs from 1990 to the present. He was appointed Creative Director for the women's and men's wear collections starting with the Autumn/Winter 2007 collection in March 1997. Subsequently, from the Spring/Summer 2010 collection in October 1999, his sister Veronica took over as director for the women's collection. It is no exaggeration to say that Kean's energy and lofty vision to date have shaped ETRO into the brand it is today, establishing ETRO menswear and leading it to be among the "Top 10 Best-Selling Brands Worldwide." He currently works with his elder brother Jacopo, younger brother Ippolito, and sister Veronica to build and develop the ETRO brand.