Massimiliano Martini founded Max Martini Milano in Milan in 2009, built around the idea of bringing genuine Italian tailoring quality to a wider, largely online customer base. The brand works exclusively with small Italian artisanal workshops that have carried their craft down through generations, rather than large-scale factories. It sells only through its own e-commerce site rather than wholesale or third-party retail, and became one of Italy's leading online fashion sellers by 2021.