Iceberg is an Italian luxury fashion design house founded in 1974 by Silvano Gerani and Giuliana Marchini Gerani. Its initial goal was to produce not just sportswear, but knit sportswear.
As the brand grew recognition, they began to ponder ways to expand globally and they decided that the best way to enter homes of people worldwide would be through Grand Prix car racing. The company made a deal with the head of Formula One racing, Bernie Ecclestone, and Iceberg sales doubled year after year.
In 1995, the Gerani’s son, Paolo, moved to Milan and began showing the Iceberg clothing line in fashion shows. Today, the company is trying to keep an American Pop slant to their clothing line while slowly evolving with the world of fashion.