In 1978 Massimo Osti, who would go on to be recognized as the “Godfather of urban sportswear,” changed the name of his brand Chester Perry to C.P. Company. This more mature name inaugurated one of the most influential brands in the history of sportswear. Now regarded as the original Italian sportswear brand, C.P. Company has continued to pioneer hybrid style that combines the functionality of vintage military, work and sportswear with intense fabric research and innovation, heightened by the use of garment dyeing, a technique which C.P. Company was the first brand in the world to pioneer in the mid-1970s.