It was founded by Guccio Gucci in Florence in 1921. As an immigrant hotel worker in Paris and later London, He was impressed with the luxurious luggage he saw urbane hotel guests bring with them. Returning to his birthplace of Florence, a city distinguished for high-quality materials and skilled artisans, he established a shop in 1920 that sold fine leather goods with classic styling. In the 80s Gucci become a notable fashion label. In 1998, Guinness World Records cited the Gucci “Genius Jeans” as the most expensive pair of jeans in existence.