The project "Care Label" was initiated in a 2007 meeting between Leopoldo Durante, who had 20 years of international experience in the denim sector, Enrico Gallo, an expert in market and product strategy, and Lapo Elkann, innovator and pioneer. The quality and providence of the brand are epitomised in the name Care Label. "Care" in the sense of careful selection of top quality denim and other materials, and love for the smallest detail. The unique feature on some models: a leather tag with a water-soluble card cover.
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