Loewe (brand) - History

History

Loewe's story goes back to 1846, when Madrid was preparing for two royal marriages, that of Her Majesty Isabel II of Bourbon to the Duke of Cadiz and that of the Princess Maria Luisa Fernanda to the Duke of Montpensier. That same year, a group of Spanish craftsmen opened a leather goods workshop in the most commercial district in Madrid, Lobo street (later Echegaray Street) in central Madrid. It was in 1872 when Enrique Roessberg Loewe, a German craftsman specialized in leather working, arrived in Madrid and decided to join forces with the leather workshop owners and establish the brand. Twenty years later, in 1892, E. Loewe was present in the streets of Madrid, with a large poster staking his claim and marking an entire era. It was then that the firm began to become known among the general public. Enrique Loewe brought his precision and technique and Spain its sensuality, creativity and peerless expertise in leather.

In 1905, Loewe became "Official Supplier to the Spanish Royal Crown," when Enrique Loewe Hilton was at the head of the house of Loewe, King Alfonso XII gave the family business the title of Supplier to the Royal House. Five years later, in 1910, Loewe had a reputation as the most luxurious and renowned boutique in Madrid and therefore began its expansion across the Spanish territory, opened a store in Barcelona. It was not until 1923 that Loewe began to open other stores in the capital, a process that began with the opening of an establishment at 7 Barquillo street. In 1934, Enrique Loewe Knappe took over the company. There followed years of expansion, with successive store openings, including the one at 8 Gran Vía, Madrid, in 1939. This property remains in the traditional style today.

In 1945 the designer Pérez de Rozas created models of bags in boxcalf, which soon became the brand's signature product. In 1959 Loewe opened a shop in Serrano Street in Madrid, which completely altered the stereotype of luxury items. In 1963 Loewe began its international expansion, opening a new boutique in New Bond Street in London. Towards the end of the 1960s, Loewe marked the beginning of its international expansion.

The 1970s marked Loewe’s expansion into the Fashion Industry where Karl Lagerfeld, Giorgio Armani and Laura Biagiotti were behind the first women’s Ready-to-wear Collections. That same year Vincente Vela created the classic Loewe monogram, recognizable to this day. The brand's first women’s fragrance was launched in 1972 under the name "L" and also designed its first handkerchiefs. In 1974, the Ante-Gold Collection appeared, designed by Dario Rossi, and marking a new era. The following year the scent Loewe Loewe pour homme was launched, which quickly became the market leader. In 1976, the brand inaugurated its first store in Japan, beginning its strong expansion in Asia. Today, Loewe owns more than 35 stores in Japan. In 1979, the Napa collection appeared, designed by Renzo Zengiaro, and the old concept of an 'armed' handbag was replaced by a bag almost without structure.

In 1985, the scent Air Loewe was launched, which became a market leader and even today remains one of the most popular in the Spanish market. In 1986, the first Ready-to-Wear Loewe Man Store was opened in Serrano street in Madrid. In 1987, Loewe reached an agreement with the luxury goods group LVMH to strengthen the international expansion of the firm. Also this year, the scent "Esencia de Loewe" was launched. In 1988, the Loewe Foundation was created. This foundation, led by Enrique Loewe, set up an annual International Poetry Prize.

In 1996 celebrating the brand’s 150 year anniversary, LVMH took over the ownership of the brand. In 1997 the designer Narciso Rodriguez took over the women's Prêt-à-Porter collection, and in 1998 Loewe held a fashion parade for the first time in Paris. In 2002, Jose Enrique Oña Selfa became the designer for the Women’s Ready-to-Wear Collections, debuting his helm of the mark with his collection for autumn-winter 2003/04 and Jose Luis Toribio for the Men’s Ready-to-Wear Collections. Today, Stuart Vevers is the Artistic Director for the Women's Ready-to-Wear Collections, the Men's Ready-to-Wear Collections and the leather goods, he has served as creative director from January 2008.

Loewe opens in London March 2011, the first new generation flagship outside Spain, the 1,300-square-foot (120 m2) store stocks the accessories collection only.