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The company was started in 1913 by Mario PRADA and his brother Martino as a leather goods shop – Fratelli PRADA in Milan, Italy. Initially, the shop sold animal goods and imported English steamer trunks and handbags. Mario PRADA did not believe that women should have a role in business, and so he prevented female family members from entering his company. Ironically, Mario's son had no interest in the business, so it was Mario's daughter Luisa who succeeded Mario and ran PRADA for almost twenty years. Luisa's daughter, Miuccia PRADA, joined the company in 1970, eventually taking over from Luisa in 1978. Patrizio Bertelli's passion for sailing led PRADA to form Team Luna Rossa in 1997 in order to participate in America's Cup. On September 28, 2017, it was announced by the Royal New Zealand Yacht Squadron that PRADA will be the hosting sponsor of the Challenger Selection Series at the 2021 America's Cup, superseding the role of Louis Vuitton started in 1983. How to use suggest spritz onto pulse points.