Our History
Our History
Founded in 1817 by Francesco Rossi and Eleonora Pasini, Lanerossi preserves a textile history that spans more than two centuries. After the founder’s passing, Alessandro Rossi took over the direction of the wool mill and began an important process of modernization. This marked the beginning of a period of growth that involved not only textile production, but also the social fabric of Schio. Between 1872 and 1873, two hundred housing units and a nursery school for the children of the mill workers were built.
In the following years, in the wake of these initiatives, two elementary schools were established and evening training courses were organized at the wool mill. Alessandro Rossi’s vision helped make Lanerossi a symbol of industrial and social modernity.
With the aim of renewing the wool mill inherited from his father, Alessandro Rossi introduced important technical innovations. Wooden machines were replaced by steel machinery, and production expanded to include new fabrics, supported by the technological evolution of the time.
Lanerossi’s path of modernization has never stopped. Over the years, collaborations with designers, graphic artists, creatives, and artists have contributed to renewing the brand’s visual language, keeping alive the dialogue between archive, research, and contemporary vision.
For its communication, Lanerossi collaborated with leading figures such as Fortunato Depero, Adolfo Busi, Armando Testa’s advertising studio, Bruno Munari and Riccardo Ricas, Bob Noorda, Pino Tovaglia, Salvatore Gregorietti, and Claudia Morgagni.
In 1958, Lanerossi received official recognition for the best advertising campaign of the year, created by illustrators Riccardo Manzi, Haëm — Hans Meury — and Sto, Sergio Tofano. The Palma d’Oro, awarded by the Italian Advertising Federation, thus became one of the honors associated with the brand.
SPOT TV
"Baldo e Poldo"
In the 1960s, thanks to the innovative tool of television advertising, Lanerossi began to broadcast its ads in the iconic Carosello advertising show.
Milestone
Creativity
Quality materials, research into design, and attention to detail are central elements of Lanerossi’s identity. Design, visual memory, and carefully considered finishes guide the development of products created to inhabit the home with comfort, measure, and aesthetic presence.
Rooted in a heritage built over more than two centuries, Lanerossi continues to renew its language through research, collaborations, and reinterpretations of its archive. Its gaze is directed toward the future, while remaining connected to a textile memory made of patterns, colors, graphic campaigns, and projects that have crossed different eras.
A textile product is not only a functional object: it can also become a keeper of memories and sensations. Lanerossi reinterprets its tradition and the quality of its materials through projects that bring together archive, design, and domestic life.
New generations of designers continue to renew and reinterpret the brand’s visual heritage: from Memory is my Home to collaborations with Elena Salmistraro, Ludovica+Roberto Palomba, and Matteo Menotto, as well as the re-edition of an historic product such as the Thermocoperta with a design by Paola Navone.