Etuix began with an idea; an idea to preserve the environment and protect it with harmful man-made substances. The idea came from Gianmarco Galli owner of Lapix Sagl, an advertising and comunication company with a conscience, to recycle and reuse all the leftover or unusable posters from their advertising campaigns.

In 2009, the idea of Etuix became a brand in Switzerland and Italy. Etuix promotes the preservation of the environment by ensuring that the PVC that is produced by advertising companies and other organizations does not end up in landfill. Instead, those unusable posters are transformed into premium, hand-crafted Italian products that can be used for up to 10 years.

The posters are turned into luxury bags, purses, trolleys, phone cases, shoes and wallets. Etuix promotes a circular economy approach that is driven by reuse of materials that are deemed unusable in order to prolong their lifecycle before they end up in a landfill or are incinerated. Every product of Etuix is unique and is made in an eco-friendly manner. Every single product of Etuix is hand-crafted to perfection with extreme care and the Italian flair.

Starting from October 2018 Etuix has consolidated its production with a line of objects coming from material in the Emirates and locally produced. This allowed to prove the concept that high quality objects can be produced in different parts of the world. The company policy is also based on the ability to attribute to each individual product the lowest possible environmental footprint