In 1913 Mario Prada opened a shop selling hand-crafted fur bags and small accessories. Thanks to the superior quality of his products, he was soon able to increase his sales. Today Prada is synonymous with clean lines, elegance and great attention to detail and quality; all of which has meant it has become a trademark of Italian excellence. It is today run by the founder's granddaughter Miuccia Prada, who is also the creator of the brand Miu Miu for younger clientele.