Our story
An instinct for art.
The courage
to dare.
The beginnings: a drapery shop at the Pantheon
An important story, that of Massimo Degli Effetti. A vision that keeps looking beyond.
From a family drapery shop founded at the Pantheon in 1979 to a destination for avant-garde fashion. A story of passion for art, research and dedication.
Since the early 1980s, Massimo Degli Effetti’s boutiques have pursued the unexpected: romanticism and innovation, creativity and energy. Restoring the human and emotional side of fashion.
Read the full story
The story of Massimo Degli Effetti is a significant one, with roots that go back many years.
His father ran a drapery shop at the Pantheon, founded in 1979. When he decided it was time for a well-earned rest, Massimo took over. It was not an easy decision: Massimo had always been drawn to art and painting, a passion he has never abandoned. Yet whenever he makes a commitment, he gives it his full attention and dedication.
At the forefront since the early 1980s, the founder’s creative flair has given the boutiques a “disruptive” spirit. In an age dominated by numbers, where everything revolves around consumers, Massimo Degli Effetti’s store remains committed to romanticism and innovation. Its search for distinctive new brands, and for the creativity and energy expressed by their collections, restores fashion’s human and emotional dimension.
An article in “La Repubblica” captured this spirit in 1987 with the headline: “An alien spaceship of Japanese fashion lands in the center of Rome”. It reflects how, since the 1980s, Massimo Degli Effetti has sought out the unusual, with a keen eye for everything that defies convention.
A pioneering space for a vision of fashion that would later reach the world of celebrities, today it brings its history together with the many facets of the present.
All the leading names in fashion over the past 30 years have passed through its stores.
In our online shop you can buy clothing, shoes and accessories from the best international brands such as:
ENFANTS RICHES DÉPRIMÉS, PAUL HARNDEN SHOEMAKERS, SACAI, DANIELA GREGIS, CASEY CASEY, YOHJI YAMAMOTO, COMME DES GARÇONS, JUNYA WATANABE, PLAY COMME DES GARÇONS, READYMADE, SAINT MICHAEL, HOMME PLISSÈ ISSEY MIYAKE, LEMAIRE, MAISON MIHARA YASUHIRO SNEAKERS, HELIOT EMIL, CHILDREN OF THE DISCORDANCE, ZIGGY CHEN, PALY HOLLYWOOD, NEEDLES, MAGLIANO, R13, RICK OWENS, ROKH.

The boundaries between art and fashion are imperceptible because they share the same connecting elements: the human spirit, sensitivity and visual obsession. However, while the artist is the sole author of their work, the Fashion Creator is only the starting point of a long process involving many people.Massimo Degli Effetti






















