Iceberg was born in 1974 - when sportswear marks the greatest transformation of clothing, upsetting every habit and changing the codes of behavior - and even launches a double transformation: not just sportswear, but a knitted sportswear. The challenge of Iceberg begins with a collection of pullovers studied with a debutant of great talent, Jean Charles de Castelbajac, who is asked to collaborate and together they project in the future that will change the country, among the pioneers of the golden years of Made in Italy. If the project is surprising, the advertising campaign is surprising: a gallery of testimonial characters of the brand. Very famous, like Andy Warhol, Carla Fracci, Vivienne Westwood, Luciano Benetton, Franco Moschino. Fashion characters who agree to pose for another brand. Oliviero Toscani was the director of this company from 1980 to 1986, and if today is almost a common place to bring celebrities to a brand, then it was an unprecedented novelty. The protagonists of the '90s were then identified by Steven Meisel, from Farrah Fawcett to Sofia Coppola, from Iggy Pop to Isabella Rossellini, while among the young faces of 2000 stands out that of the rap bomb Lil'Kim. Iceberg: pure trend, dynamism, a pop spirit that reflects that American pop art of which the Gerani family are collectors. In these almost 40 years of life, Iceberg has built around itself a world, which has expanded and diversified thanks to a careful brand extension strategy: from watches to shoes, from childrenwear to homewear to beverage. Designed to respond to changes in taste in a company that had been revolutionized since '68, Iceberg has become the strong point of a company that, even today completely in the hands of the founding family, has a reaction speed and great autonomy of choice .