Born in 1974, Iceberg became a byword for a dynamic fashion-forward vision with a fresh American Pop Art slant (art genre of which the Geranis are avid collectors). This vision comes through in the wide range of products – from watches to shoes, childrenswear to homewear, all the way to exclusive mineral waters – that over the span of nearly forty years Iceberg has created thanks to a keen brand extension strategy. Originally ideated to meet changing consumer tastes and needs in the aftermath of the late 1960s sociocultural revolution, Iceberg evolved into the true force of a highly autonomous quick-response company still 100% controlled by the founding family. Specifically, Silvano Gerani is chairman, Paolo Chief Executive Officer, while Giuliana and Patrizia are both active as members of the board and in creative spheres of the business.