Lupo was born in Brazil in 1921, literally inside the living room of the home of the Italian immigrant Henrique Lupo. Lupo then grew to 3 stores and today there are more than 332 franchises nationwide that represent 25% of the company's sales. Lupo is the leader in the Brazilian market of socks, underwear and seamless lingerie. In 2010, Lupo entered the sports market and launched the Lupo Sport brand, with a collection that currently has almost 500 items, including clothing for men and women practicing sports activities and gym goers. In total, consumers have 12,000 Lupo items, which cater to all segments and styles. Lupo currently exports to 23 countries.