“It is necessary to be alive and receptive, only in this way will things speak to you, revealing their secrets”
With this philosophy Massimo Calestrini, born in Asmara – in Eritrea – in 1970, launched the Shirò brand in 2003.
Calestrini unites an inborn taste for beauty and for everything that is exclusive and precious with creativity and curiosity, a profound knowledge of exotic skins and unique materials, through which he has given life to an innovative and genuinely luxurious project.
Africa has always been an integral part of Massimo’s life who, after various consultancy experiences with important names in the world of fashion, decided to return to Ethiopia and to revive part of the company that his family, coming from Piedmont, had owned from the middle of the nineteenth century to the ‘70s, when they were forced to leave the African continent due to the civil war.
From 2003 to today, the fame of the label and of Massimo himself as a designer and entrepreneur has been a crescendo, both at a national and international level.
Important appointments like Alta Moda in Rome and Milano Moda Collezioni have been flanked by the opening of mono label boutiques in Italy and abroad. For the future the project is to increasingly expand and to take his own exclusive concept of luxury to a global level.