An important story that of Massimo Degli Effetti starts some time ago. His father ran a drapery shop at the Pantheon founded in 1979 and when he decided to deserve some rest, Massimo took over the management. Of course, the decision was a bit painful, Massimo had always been attracted to art, painting... So much so that it is a love that he has never abandoned. But if Massimo makes a commitment, he does it with the utmost attention and dedication. On the crest of the wave since the beginning of the 80s, the creative flair of the founder has led the boutiques to have a 'disruptive' soul. In this era dominated by numbers, where everything revolves around consumers, Massimo Degli Effetti's store does not give up romanticism and innovation; in the search for new brands of value, creativity and energy that the collections transmit, restoring the human and emotional aspect to fashion. Characterized from the beginning by an article in 'La Repubblica' that in 1987, titled: 'An alien spaceship of Japanese fashion lands in the center of Rome'. Explanatory of how, since the 80s, Massimo Degli Effetti has been chasing the unusual with a careful look at everything that escapes convention. A space that was the forerunner and pioneer of an idea of fashion that would later invade the star system, today it represents the meeting point between its history and the multifaceted and multifaceted present in progress. All the most relevant names in fashion of the last 30 years have passed through its stores. Tradition, innovation and boldness in choices are just some of the characteristics that have made and continue to make its stores solid and exclusive. MdE is his new adventure in the trident of fashion in Rome. After only 2 years from the new opening, it is already one of the most exclusive and avant-garde boutiques on the national and international scene. Today his splendid MdE store is located in Via delle Carrozze in Rome, a stone's throw from the beautiful Spanish Steps. With a clientele ranging from show business to music business and the best of the international clientele visiting Rome. Among the brands proposed are: Sacai, Paul Harnden Shoemakers, Yohji Yamamoto, Daniela Gregis, Lemaire, Peter Do, Alexandre Vauthier, Casey Casey, Children of the Discordance, Maison Mihara Yasuhiro, Coût De La Liberté, MM6 Maison Margiela, Enfants Riches Déprimés, Readymade, Saint Micheal, Needles, R13, Comme Des Garçons, Junya Watanabe, Wales Bonner, Rick Owens, Ziggy Chen, Marsèll, Heliot Emil, Nineteen-twenty-three, Nina Ricci, Khrisjoy, Homme Plissé, Issey Miyake, Sapio, Proenza Schouler and Le Gramme. A brandlist that includes the best of the 'World Alternative Fashion' scene.