Fiorucci returned in 2017 when the Schaffers relaunched the dormant 1967 label.

Fiorucci, founded by Elio Fiorucci in 1967, became a cult 1970s-80s brand known for its angels logo and playful stores, but lay dormant for years under Japanese trading house Itochu.

In 2015 — the year Elio Fiorucci died — British entrepreneurs Janie and Stephen Schaffer bought the brand and decided to rebuild it around its archive rather than its former retail empire.

The relaunch began in February 2017 with a New York pop-up, followed by Selfridges and Barneys pop-ups and a new website, then a 5,000-square-foot flagship in Soho, London, designed by Brinkworth, in September 2017.

A Rizzoli 50th-anniversary book, archive graphics and celebrity dressing — Kendall Jenner, Dakota Johnson and others — rebuilt the brand's cultural presence for a new generation.

The relaunch opened with Barneys and Selfridges pop-ups, then a 5,000-square-foot Soho flagship, a Rizzoli book and a new generation of celebrity fans.

The archive of artworks and garments gave the relaunch authentic content to build on.

Pop-ups and collaborations tested demand before committing to stores.

The Soho location connected the brand to its Swinging London origins.

Millennials' craving for authenticity matched the brand's own history.

A dormant label can be relaunched by treating its archive as content and its nostalgia as a product for a new generation.

Fiorucci continued to expand through collaborations and stores in London, Milan and beyond, becoming one of the 2010s' reference heritage revivals while the founder's legacy was preserved through books and exhibitions.