In 1951, Achille Maramotti established a women\'s wear company in Reggio Emilia, Northern Italy. A few years later, he renamed it Max Mara and started the business.
Born into a family where his great-grandmother ran a tailor shop and his mother founded a sewing school, he started the business based on that foundation. At the time, he incorporated the concept of prêt-à-porter and integrated industrial processes into clothing production, which was done by hand.
In 1969, he launched \"Sportmax,\" a brand based on the concept of \"coordination.\" Its characteristic was more diverse and modern items suitable for all occasions.
In the 70s, the brand established its position with Italian-made fashion for career women, based on high-quality materials and meticulous sewing. Authentic fashion, under the motto of providing timeless fashion, has remained unchanged to this day.