The beginning

The Miroglio family business started in Alba in the late 19th century, when Carlo Miroglio and his wife Angela, then fabric pedlars, expanded their activity to the point of opening up a store in the heart of the city, dedicated to the wholesale and retail textile trade. As early as the beginning of the 20th century, the store had a dozen shop assistants and a well-known activity throughout the Piedmont region.


The industrial turn

Thanks to the intuition and foresight of Carlo and Angela's first son, their trade further expanded between the two World Wars: in 1947 Giuseppe Miroglio decided to start the silk and artificial fibres production, setting up the first looms. During the same years, their sons, Carlo and Franco, joined the company, respectively taking the role of company President and CEO.


"In 1947 I bought the first 4 looms, which I installed in the premises in Piazza Duomo, then adding more looms until reaching 50. Our neighbours greatly suffered from the noise coming from the working looms, yet nobody complained. It was hope for development and work for many of Alba's citizens. And, that was what happened. Everyone was aware that a weaving industry would have brought the city of Alba economic growth."


Giuseppe Miroglio, Letters

Vestebene: the birth of clothing

In 1955 Giuseppe Miroglio had his second, great insight: mass manufactured clothing, according to the American model. Vestebene was born. Vans carrying the catchphrase "Piace perché Vestebene" ("People love it! Because it fits well") strolled around the whole Italian peninsula.
At the same time, the business expanded its activity starting a modern factory with a dyeing, printing and fabrics finishing plant. The cycle was now complete: from the fabric to the finished garment.


"Customers kept increasing. We only made promises we could keep, and above all we kept the promises we made. We delivered punctually, and customers appreciated this, too."


Giuseppe Miroglio (Alberto Mazzuca, Miroglio 1884-1984, Edizioni Il Sole 24 Ore, 1985)


Giuseppe Miroglio's first love was trade. And it remained such even when it turned industrial. In the pioneering stage of the Miroglio business intended as industrial venture, his insights revealed successful, and his choices right: he specialised the plants and invested money in modern equipment, creating a direct supply chain.


(Alberto Mazzuca, Miroglio 1884-1984, Edizioni Il Sole 24 Ore, 1985)


The argument of Mr. Miroglio, who meanwhile became 'Commendatore', was very simple: in the States, 80% of women were wearing what the experts named 'ready made clothes', i.e. mass produced clothes. In Italy, such percentage was even lower than 10%. Therefore, he remarked with his son, the market was free and whoever was ready to launch on this venture would be undoubtedly successful.


(Alberto Mazzuca, Miroglio 1884-1984, Edizioni Il Sole 24 Ore, 1985)

The international network

Between the end of the Sixties and the beginning of the Seventies the Group expanded its producing scope with great investments in Italy (Piedmont region) and abroad (Greece, Tunisia and Egypt). In the same years, the supply chain internationalised with the birth of many branches in Europe and in the USA.


It was decisive having trusted the Common European Market, and therefore having adapted the corporate commercial structures to the new situation. It was decisive having joined, among the first ones in Italy, the field of synthetic products. It was decisive having trusted, again among the first ones in Italy, in computer-implemented solutions in the textile industry: a great technological innovation with the use of computer systems applied not only to the management but also to the production. It was decisive having massively invested in leading edge equipment.


(Alberto Mazzuca, Miroglio 1884-1984, Edizioni Il Sole 24 Ore, 1985)

Transfer paper and spinnings

In 1976 Sublitex division was born: the first Cerutti rotogravure technology machine was installed, printing on transfer paper; the pattern was then transferred hot on the fabrics. In 1980, with the growth of market demand for fabrics and yarns, Miroglio invested in the building of a modern yarn plant.

Elena Mirò and Caractère

With the birth of the brand Elena Mirò, in the mid 80s the Miroglio Group started proposing high quality items for plus sizes. Simultaneously, they started cooperating with great stylists like Moschino and Krizia.

The brand Caractère was born in 1990, mainly addressed in terms of style and quality, to the medium-high segment of the market.


Carla Bruni, Caractère catalogue FW 1999




Retail and fast fashion

The brand Motivi was born in 1993, addressed to the young target and following the fast fashion principles. With Motivi brand, Miroglio opened the first single brand store; the success was such as to push the Group to expand, over the time, the retail network. Other single brand stores of Elena Mirò, Caractère, Oltre and Fiorella Rubino were developed.    

The joint ventures

In the years following 2000, the international expansion of the Group continued both for the internal brands, expanding the leader Motivi and Elena Mirò, and through a takeover and partnership strategy in a 'global' perspective.
Miroglio builded a partnership with Elegant Prosper (2004) and Ayaydin (2008), two clothing firms with a solid presence respectively in China and Turkey.


Eco-friendly technology and quality

Strongly oriented towards a more and more sustainable productive approach, the Miroglio Group invested in the purchase of next generation highly eco-friendly digital printers.    

The "tailor made" approach

The Miroglio Group consolidates the new service customisation philosophy, resulting in an enhancement of the body figure of the customer by restoring the comfortable fit concept. The same philosophy applies to the business client (fabrics and ready items) through the strengthening of the supply chain.