n the 1970s, Dante's grandson, Nicola Trussardi, took over the reins of the company and introduced the lifestyle concept that made Trussardi luxury and elegance accessible to all. He chose the greyhound as Trussardi's symbol and expanded the collections to include the accessories and small leather goods lines (shoes, belts, luggage and wallets), as well as ready-to-wear.
Nicola Trussardi defines Trussardi's as a culture rooted in innovation, democracy and inclusiveness. In the 1980s, the fashion house paraded in Piazza Duomo and Stazione Centrale, inviting the public to participate in something that until then was considered only for the few.
From the '70s to the '90s, Trussardi explored different aspects of lifestyle, through collaborations, immersive experiences and inclusivity - all philosophies that came together in the establishment of Palazzo Trussardi Alla Scala in Milan in 1996, one of the world's first concept stores and now the brand's headquarters.