Proraso

The Proraso line of shave products hails from Florence, Italy and has been a favorite of shave geeks the world over since 1926. It is a brand that evokes nearly a century of Italian history ... that of the post-war period, of economic boom, of the first unforgettable ad campaigns that are today cult icons of vintage taste and retro style, adding glamor to ultramodern environments and warmth to atmospheres of pure design.

Proraso, like shaving, doesn't fear the passage of time. It isn't concerned with doggedly following the latest fashions, because shaving is an everyday ritual, a perennial part of being a man.

For generations, Proraso has transformed the act of shaving into a daily retreat from the pressures of modern living, an occasion of pure pleasure and satisfaction. If you don't know what that means, invite Proraso into your home and discover what millions of Italian men wake up to every morning.