1999 Start up
Matteo Cambi & Gian Maria Montacchini start up a small T-shirt and sweatshirt factory in Parma. Its playful and irreverent taste, as for its evocative and ironic name, are the perfect ingredients for success… and Guru is born.
2000It's GURU mania
Guru Men's T-shirts, in full harmony with its distinctive and characteristic cheeky wit, carry for the first time its simplified – almost childish - daisy symbol, which eventually becomes the undeniable symbol of the brand. 6000 T-shirts sold in 15th days. It's GURU mania on the beaches, in discos, among Sports and TV celebrities.
2001The collection expands its range
GURU creates an awareness strategy based on its immediate achievements after its word of mouth success. The factory responds well to the rapid growing product demand. The collection expands its range including different clothing articles.
2002GURU expands in Europe
The success of GURU expands not only in Italy but in Europe also.
2003GURU GANG is born
GURU GANG is born, the Junior clothing line, following in the steps of GURU'S enormous success.
2004Team Renault Formula 1
From football stars to racecar drivers: a sponsorship is born between Guru and Team Renault Formula 1.
2005The team Renault/GURU wins Formula 1 World
Driver Fernando Alonso wins Formula 1 World Title with team Renault/GURU. Images for FW 2005/2006 advertising campaign are taken by Iconic photographer David La Chapelle.
Chapelle's pop style is in perfect combination with the company's technicolor vision.
2006GURU expands once again
Opening of flagship store Guru in Corso di Porta Ticinese, Milan. Le Cirque du Soleil performs exclusively for the store's opening event. In June, Guru exposes for the first time at Pitti Immagine Uomo. Same year, distribution of the daisy brand reaches new horizons, passing Italian borderlines and reaching out to France, Spain, Portugal, Greece, Benelux, Germany, Middle East and Russia too. Once again La Chapelle maestro for its successful FW 2006/2007 campaign. Flagship stores opening in London (Carnaby and Westfield), Amsterdam , Anvers, Praga, Sevilla and Barcelona (in prestigious Paseo de Gracia).
2008Expansion strategy in the Asian markets
GURU is bought up by Bombay Rayon Fashion Limited, and starts its expansion strategy entering the Asian markets.
2009Opening of Guru Mumbai flagship store
September, opening of Guru Mumbai flagship store, on a 160 sq meters surface, designed by renowned Duccio Grassi Architectural firm.
2010Opening new stores around the world
January, Florence shop opening. In March, first point of sales in China located in Shangai's Gateway Mall. Just the first of its many point of sales and corners that will be opened from then on for the following two years. In April, time for two new Italian openings, Palermo and Bari. Florence - Guru Store. January, Florence shop opening. In March, first point of sales in China located in Shangai's Gateway Mall. Just the first of its many point of sales and corners that will be opened from then on for the following two years. In April, time for new Italian openings, Roma Via Tuscolana, Palermo and Bari.
2011GURU – BACK IN TOWN
Summer kicks off with GURU - BACK IN TOWN, a series of events spread out through whole Italy. In September, GURU fashion show and a week full of events to celebrate anniversary of the famous Sogo Shanghai Mall. November, the first GURU store re-opening , again in Gateway, this time in a more glamorous location. Company's strategy consolidates in a systemic brand development through licenses.
2015Matteo Cambi autobiography
Matteo Cambi signs an agreement with Mondadori Group to release his autobiography, in other word Guru's story to be told.
2017Simone Biagioni takes over Guru's creative direction
Guru embodies the "jeux de vivre", the joy, the irony, the colors and the energy of nature with a style independent from trends, representing the truest and transversal expression of the Hippy Chic phenomenon, you can say born with the Daisy symbol, an endless success taken and interpreted during the years both by luxury brands and big retailers chains. This is how Simone Biagioni resumes his brand's vision, a Florentine designer who has worked to the development of luxury, trend and sportswear collections such as DIRK BIKKEMBERGS, CALVIN KLEIN, ALESSANDRO DELL'ACQUA, ENRICO COVERI, LA MARTINA, MOMO DESIGN, THE BRIDGE, FERRARI, BUGATTI.