In 1980, Alberto Peretto was mesmerized by the sight of an exceptionally well-made linen jacket while gazing at one of Camden Market’s charming stalls, reminding him of Fitzcarraldo’s unforgettable outfit in Herzog’s film of the same name.

We like to remember this London-inspired moment as the spark that led to the birth of 120% LINO. It was during that trip that our founder, Alberto, confidently decided to take that precious material back to his atelier…

The journey had begun.