The Gucci story began in England. While working at the Savoy Hotel in London, Guccio Gucci rubbed shoulders with the English nobility and became familiar with the London style. This is how he came up with the idea of combining this refined aesthetic with Tuscan master craftsmen’s traditional know-how. In 1921, back in Italy, Guccio opened a leather goods company and a small light luggage shop in his hometown Florence. In 1930, the brand expanded its offer by manufacturing shoes and leather gloves. However, the fascist dictatorship, then the war, caused a shortage of raw materials. The fashion designer then imagined the "Bamboo bag", made of boar skin with a bamboo handle that would become one of the brand’s iconic designs, and some cotton canvas handbags. At the same time, he introduced Gucci's green / red / green signature web and the "Double G" logo, which would then be used on belts and small accessories. When Guccio Gucci died in 1953, his sons managed the brand. Then, in 2003, it became partly owned by the Kering Group. In early 2015, Alessandro Michele succeeded Frida Giannini as Creative Director, opening a new chapter in Gucci's history.