A new brand name for a modern look

During 2000, an established brand name in textiles underwent a transformation, as it sought to break with the traditional concepts of household linen goods to create a modern and fashionable range of products. This is Lino Russo (with its brand name Linit), a manufacturer of household linens and clothing, which was established in 2000 in San Lazzaro di Savena (Bo), Italy.

This is not only a product distribution centre for Europe and the rest of the world but a centre of research and design for the creation of high quality, original, European style bed linen and tableware in pure linen. The sales organisation for the whole of Europe is based in Bologna.

The difference lies in the company having developed an independent design department, which also employs trend-hunters who travel round Europe to discover the latest trends in fashion and design. Just look at the new logo: a stylised and linear signature which flows like a Gae Aulenti thread, and the pay-off is a useful link to the internet site.

So Linit, Lino Russo has become a major brand name for the home with its decidedly Italian production. “We presented our brand new collections exclusively at the latest Maison & Objet show in Paris” said Laura Parola, head of sales at Linit, Lino Russo, “because in this way we could underline the ‘Italian’ character of our collections to our international clients, both in the design and quality of the products and the attention paid to detail”.

You just need to look at our products to assess this for yourself. The Linit, Lino Russo collections are, indeed, distinguished by a unique sobriety of design, a notably stylistic coherence, and an extraordinary attention to choice of colour, giving a modern and discreet elegance. In other words, we offer a coherent interpretation of "Made in Italy”, because these collections really do fall into that great Italian tradition which has ruled the world of textiles and fashion in every way for many years now.

This is evident enough from a close look at the household linen lines of the house of Linit, Lino Russo, from the co-ordination of colours and stripes in the “Jeans” bed linen sets to the timeless naturalness of the "Classica" range, from the interpretation of marine style in “Stripe" to the choice of colours in the “Arcoboleno" range. The best linen from Europe and Russia has been spontaneously transformed into precious and elegant bedclothes, without ever being “over the top” in terms of unnecessary extravagance or decoration.

If it is true that each country and culture has its own style in the home, a modern Italian or European home should express the same sense of linearity and harmony even in its choice of household linens. Maybe, for this reason alone, it is worth highlighting this substantial difference from other styles and products that distinguishes the brand name. So, at the next trade fair events in Paris (Maison & Objet), Florence (Immagine Italia & Co ) and Milan (Macef International Furniture Salon), the Linit, Lino Russo signature will dominate the crowded stands of the household linens section even more.