musèo s. m. [from lat. Musēum, gr. Μουσείον].
The term museum derives from the ancient Greek word “mouseion” which refers to Muses sacred place, Zeus daughters and protectors of arts and sciences, patronized by Apollo.
During the Hellenistic age, the Museum of Alexandria is considered the first Museum of history.
It was built by King Ptolemy I, and was a place of worship that hosted a scientific and literary community, which carried out its activity consecrating it to the Muses.
The Museum is a building in which objects and works of art from one or more areas are kept, in a collected and displayed way.
Inspired by this vision, the founders of the Museum brand, in 1986 decided to import a series of outerwear from North America that had never been seen before in Italy.
The idea was to collect iconic garments from the world of rescue, aviation and army. They present them in a collection of “fashion” jackets, to be worn in everyday life.
Such as in a museum, where art works are presented to the public and then become a collection.
In a short time, Museum becomes a reference brand for international jackets and for outdoor garment enthusiasts. It becomes synonymous with Parka in Italy.
It’s 1984. A group of friends decide to take off for Canada with their backpacks. They discover a wild and boundless land. The climate is cold, but the locals don’t seem to mind.
“Conifer forests, turquoise lakes and snowy peaks.
You think you’re dreaming, but really you’re in Canada.”
The group of friends return to Italy with an idea: to import the outerwear they discovered in Canada and place it on the European market with a new name. It’s 1986: Museum is born.
The First Line.
Museum becomes a quality importer, researching and selecting only the best items. At the same time, the company forges solid relationships with the biggest North American outerwear brands.
The brand name circulates. Museum is still small-scale, but European retailers like it a lot. The only problem is American sizes are too big for European standards.
“People were mad about that style:
a light version of high altitude, but with military cuts.”
The change comes in the early 2000s, when Museum decides to create exclusive collections under its own brand name. The company becomes more structured. The passion turns into real business.
The new Museum lines have a fresh style, bringing their North American origins into a more contemporary and metropolitan context. Thermal jackets alternate with models that are more suitable for daily life.
“The time had come to grow up and try something new,
that would be 100% ours.”
Museum is an established, constantly expanding brand. The two main lines, Legacy and CrossTown, are a perfect description of its identity. Tradition on the one hand, the future on the other. The journey continues.