Massimo Dutti

Tonie Ong

It’s rare for a brand to be intrinsically part of two countries. It’s usually just one and their look is more of than not, a reflection of the lifestyle of their native land. Take Dolce & Gabbana for example, a premier brand founded by two Sicilians. Season after season, their look and aesthetics are always in tune to that of the exotic and erotic style of the famous and cinematic Mediterranean island. Same goes with Isabel Marant, whose French chic look is embraced by all women in France, not just in Paris. In very unique occasions does one brand originate from two countries, and that their look harkens to both, but that is the very special case of Massimo Dutti.

Contrary to popular belief, Massimo Dutti isn’t actually a designer, nor is it an Italian brand. The label operates in Spain and is actually a Spanish-owned brand, but their look and identity are often compared to that of the strictly-tailored style of Northern Italy. Think crisp white shirts, rigid suits, beige trousers, and so forth. The brand is known for the refined touch on basics and staples, yet is revered throughout the world for their affordable prices for such high-quality clothing. Although they’re often regarded as fast fashion, especially since their owned by Inditex Group in Spain, Massimo Dutti is far from such categories. Their clothes are highly stylized and can compete with some of the biggest names in the luxury fashion game.

Photo: Paola Kudacki

From Spain to a world-wide fame

Massimo Dutti Boutique in Valencia, Spain.
Massimo Dutti Boutique in Valencia, Spain. Credit: Emilio100

Armando Lasauca established the brand in 1985, but it became part of Inditex, one of the biggest retail groups in Spain, in 1991. It started out as a menswear brand specializing in sleek tailoring of high-quality fabrics, mostly hovering on the business-casual to formal looks. The brand is heavily regarded as the most upscale offering in Inditex’s roster, which also consists of brands such as Zara, Bershka, and Stradivarius. In 1995, they expanded onto womenswear and has since a go-to brand for both categories. Like their menswear, their womenswear is also enthused with sophistication and elegance.

By 2006, Massimo Dutti had become one of the most global high fashion brands in the world. They’re highly regarded as contemporary, a new market that is between fast fashion and high fashion. Their affordable price points enable them to reach a wide consumer audience, which they have succeeded through the years. Apart from their ready-to-wear, they also offer bespoke services, catering to everyone’s need for a high-quality wardrobe for any occasion. Even though they’re a Spanish brand, more so always thought to have been an Italian label, they actually debut their latest collection bi-annually in Paris Fashion Week, regarded as the most sought-after fashion event year after year.

Styling a bigger crowd

Apart from their men’s and women’s collections, Massimo Dutti has opened a variety of other lines as well. In 2003, they adapted their stylish and sophisticated menswear and womenswear touches to a younger audience, leading to the creation of the children’s line, “Massimo Dutti Boys & Girls”. They offer high end and quality clothing to children of all ages, all with the same principles of exquisite tailoring and fine fabrications. They’ve also opened a fragrance line, which is actually marketed by Puig, one of the most prominent luxury companies in Spain. Along with these, they also have a number of accessories lines, from leather goods to eyewear. They’ve since created, not just a wardrobe, but a lifestyle of luxury.


Massimo Dutti is also one of any brands who’ve built a solid philanthropic foundation in which proceeds from their sales worldwide go to benefit charitable causes. Their main cause at heart is mental illness, and they’ve since worked with various organizations to help with spreading awareness and cures for such. Another is people with disabilities, and one program they’ve partnered up with for such a cause is “For & From,” stores run by people with disabilities. A number of Massimo Dutti stores worldwide are “For & From” stores, which help these people better integrate into society and spread awareness for them at the same time.

Global retail presence

Massimo Dutti Boutique on the street of Garosugil. Seoul, South Korea.
Massimo Dutti Boutique on the street of Garosugil. Seoul, South Korea. Credit: DerekTeo

The Spanish brand is one of the most known in the entire world, with retail presence across four continents. In Spain alone, their native country, they already have 201 stores nationwide, with 312 across the other countries in Europe. In Asia, they have 110 in East Asia, 22 in Southeast Asia, and 71 in the Middle East. For the Americas, they have 132 overall, 38 of them in Mexico, 8 in Canada, 5 in Colombia, and 3 in the United States. They also have 5 in Egpyt, 2 in Morocco and 1 in Tunisia in the continent of Africa. With these many stores all over the world, they’ve expanded their service tenfold to more clientele and customers, even reaching countries some of the most beloved luxury brands could not.

Massimo Dutti may be a Spanish brand which is always mistaken as an Italian label, but their style is universal. With an affinity for sophistication and refinement, they’ve culminated a certain lifestyle that many, if not all, would love to have.

Massimo Dutti Logo

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