MAISON d'ETTO

What does ETTO mean?

The word ETTO is a combination of Ethics + Motto. ETTO represents the core truths and beliefs carried despite where you are in life or what you are going through. ETTO also stands for "Each To Their Own." We are a brand that refuses to dictate values and beliefs to the wearer but empowers them to explore what ETTO uniquely means.

What does Etto actually mean? Derived from the words “Ethics” and “Motto,” ETTO reflects the core beliefs that guide us — truths that remain constant, no matter where life leads.

At Maison d’Etto, we don’t dictate what to believe or how to feel. Instead, we offer a canvas — through fragrance — for you to explore and define what Etto means to you. Our scents are designed to evoke emotion, stir memory, and connect you to something deeper and uniquely your own.

It also stands for “Each To Their Own,” a phrase that captures our belief in personal freedom, self-expression, and individuality.