Everything started in 1977 with a very special encounter between the couturier Loris Azzaro and a German entrepreneur (Richard Wirtz) specializing in toiletries and hygiene products. They were completely different. One was an extrovert and pure artist boiling over with ideas, vibrating to the rhythm of the flamboyantly glamorous haute-couture dresses he created for the biggest stars of his times. The other, having developed his experience in the industry sector, was equipped with a solid business acumen. Their complementary personalities proved to be fruitful... Together, they chose an unexpected path and made considerable investments in the development of a fragrance... for men! Quite simply named Azzaro For Men. An unexpected decision since it seemed to contradict the ultra-feminine and ostentatious image of Azzaro couture. A bold choice that quickly reaped rewards... Azzaro For Men is today emblematic of the success achieved by Azzaro fragrances, one of the leading creations in men's perfumery in the past 30 years and still to this date at the front of the stage. This pioneering fragrance has become a must-have of masculine seduction.