Brand · Italian fashion house est. 1995

Liu Jo

Carpi-born prêt-à-porter that grew from a small textile workshop into an Italian wardrobe staple.

Liu Jo
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Founded in 1995 in Carpi by the Marchi brothers, Liu Jo grew from a small textile business into one of Italy's recognizable prêt-à-porter labels.

The name comes from the nicknames of Marco Marchi (Jo) and a childhood friend (Liu). Within five years the brand had expanded into jewelry and watches, childrenswear, underwear, beachwear and homewear, adding its own shoe collection in 2008. Campaigns over the years have starred Kate Moss, Karlie Kloss and Joan Smalls.

As of 2022 the company ran 160 stores in Italy and around 200 more, mainly across Europe. In 2019 Liu Jo acquired Blufin — home of Blumarine and Blugirl — as part of the "Italian Excellence" grouping of high-end brands.

Carpi · 1995 Marchi brothers Italian prêt-à-porter Blumarine owner

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Liu Jo shopping FAQ

Are Liu Jo's Bottom Up jeans worth it?+

The Bottom Up line is the denim Liu Jo is best known for, cut and shaped to flatter the figure with a curve-conscious, high-waisted fit. Shoppers drawn to a sculpting, body-hugging jean tend to rate them highly, so they are worth a try if that is the look you are after. As with any stretch denim, fit is personal — try a couple of sizes to find your best line.

Is Liu Jo a good brand and good quality?+

Liu Jo is an established Italian fashion house with a broad following, though customer feedback on durability runs mixed — some pieces win loyal repeat buyers while others draw complaints, particularly on bags and shoes. It is best thought of as accessible Italian fashion rather than heirloom luxury. Buying the categories the brand is strongest in, like its signature denim, tends to give the most reliable experience.

Which Liu Jo product should I start with?+

Start with the denim — it is the heart of the brand. Liu Jo grew out of a small textile business and launched its Liu Jo and Liu Jeans collections as it became a major Italian ready-to-wear name in the mid-1990s, and the jeans remain its signature. From there, the accessories and ready-to-wear round out the wardrobe.

What does the name Liu Jo mean?+

The name comes from nicknames: "Jo" was used by founder Marco Marchi, and "Liu" by one of his youth companions. Put together they became the brand's identity. It is a personal, slightly playful origin for a label that grew into a major Italian name.

When and where was Liu Jo founded?+

Liu Jo was founded by the Marchi brothers in 1995 in Carpi, Italy, having started life as a small textile industry. Through the mid-1990s it developed into a major Italian brand of prêt-à-porter fashion. Carpi, in the Emilia-Romagna region, has long been a heartland of Italian knitwear and clothing manufacturing.

Who owns and runs Liu Jo?+

Founder Marco Marchi is the controlling shareholder and creative director. A 2017 corporate reorganisation saw his brother Vannis leave the board while retaining roughly a 10% stake. The brand has stayed firmly under family direction across its growth.

What does Liu Jo sell beyond jeans?+

Quite a lot. Within its first five years Liu Jo expanded into accessories, jewels and watches, a baby collection for little girls, underwear and beachwear, and homewear, and it has had its own shoes collection since 2008. A 2013 licensing agreement with Marchon Eyewear added eyewear. It has grown into a full lifestyle wardrobe anchored by its ready-to-wear and denim.

Which models and faces have fronted Liu Jo campaigns?+

Liu Jo has worked with a string of well-known models. Kate Moss fronted the Spring-Summer 2011 campaign, Dree Hemingway the Fall-Winter 2014 one, and later campaigns featured names including Karlie Kloss, Jourdan Dunn, Joan Smalls and others. Those castings helped lift the brand's international profile.

How big is Liu Jo and where can I find a store?+

As of 2022, Liu Jo had 160 stores in Italy and around 200 more located primarily in Europe. The brand also opened a flagship store in Milan in 2012. So across Italy and much of Europe there is a good chance of a boutique near you, alongside its online channels.

What other brands does Liu Jo own?+

In November 2019, Liu Jo acquired Blufin — the fashion house founded in Carpi by Anna Molinari and Gianpaolo Tarabini, home to the Blu Girl and Miss Blumarine brands. The deal was part of forming "Italian Excellence," a holding company aggregating high-end brands, with Anna Molinari staying on as ambassador. It marked Liu Jo's expansion beyond its own label.