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Guccio Gucci opened a leather goods company and small luggage store in his native Florence in 1921. It has been said he was inspired by the refined aesthetic of English nobility. The house flourished and by the 1930s many of Guccio's clients were local horse-riding aristocrats, and their demand for riding gear led Gucci to develop its unique Horsebit icon. In the 1950s, due to a shortage of foreign supplies, Gucci began using materials, like hemp, linen, jute and burnished cane that brought to life the Bamboo Bag. Guccio Gucci passed away in 1953,and his sons Aldo, Vasco, Ugo and Rodolfo took over the business.In the mid-60s, Gucci adopted the legendary interlocking double G logo, creating yet another chic Gucci visual insignia.