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The Gente Roma group was created in 1982 by Vito Addadi with the opening of its first Rome boutique in Via Cola di Rienzo. The aim was always to create a sanctuary of luxury brands for the city's fashion-hungry populace. Over the 30-year history of the group, with multiple store openings for both women and men, a strategy of negotiation to be the first Roman store to carry highly-regarded lines such as Prada and Dolce & Gabbana has paid off and the current network of seven boutiques is widely seen as the premium location in the city to buy designer fashion. The boutiques have a refined ambience with elegant furnishings and excellent service.