Founded in 1925 by Adele and Edoardo Fendi, Fendi started as a boutique in Rome. The business quickly won acclaim for the quality of their products and other boutiques were eventually opened outside of Rome. In 1965 the Fendi sisters met an up and coming designer who would help bring the Fendi brand to the next level. With Lagerfeld, Fendi products are reinvented and introduced the company’s signature double F logo. The first Fendi fragrance a floral based perfume for women called Fendi, was launched in 1985 while the woodsy first men’s cologne, Fendi Uomo was introduced in 1988. A series of other perfumes came next such as oriental scent-based Asja, the fruity Fantasia, the floral Fendi 2004, the spicy Fendi Theorema and the romantic Fan Di Fendi among others. Men’s colognes include masculine Life Essence and the fresh Theorema Uomo.