Enrico Caleffi, founder of the homoni- mous firm, started his business activity in Rome at the end of the 19th century opening a clothing shop, in Via Due Ma- celli, in the corner of Via Capo le Case. We are in the Rome of D’Annunzio cha- racterized by an élite who, taking care of their own clothes, often stop in Ca- leffi’s shop. His shop consolidates on the wave of the welfare spread in the country by Giolitti’s Minister wise politics. That is why in 1911 Enrico Caleffi moves his shop into Via della Colonna Antonina in front of the seat of the Parliament, which becomes a firm landmark for the political class of the day. After the First World War Caleffi shop obtains a reputation especially for the style of the shirts