The brand originates out of an idea of Pietro Pennisi, who opens his first hairdresser shop in Turin in 1973.
Alessandro, son of an artist, follows his father’s footsteps and once he finishes his studies he attends an academic hairdressing class in Turin. He then moves to Milan to work for Aldo Coppola, where he is given the chance to grow professionally.

Alessandro soon shows his passion and determination to the point where Coppola wants to work alongside with him in the fashion world. Thanks to this opportunity Alessandro Pennisi turns into an expert in the field of fashion, photography and entertainment in a few years.

In 2004, he moves back to Turin opening his own hairdresser shop, running the second family business after his father.
By doing so, he confirms his vocation for a profession spanning two generations.

Nel 2004 rientra a Torino apre il primo salone a suo nome, avviando così la seconda attività di famiglia dopo quella del padre e confermando la vocazione per una professione che, nel caso dei Pennisi, è patrimonio familiare unendo due generazioni.

In the ensuing years, collaborations with Aldo Coppola grow stronger and his family business gains prestige and consolidates his customer base. This success is also due to his collaboration as an hairstylist to important events such as the 2006 Winter Olympic gala opening ceremony in Turin and the 2007 FIAT 500 official launch.

In 2001, together with his wife Samantha who has played a very important role from the beginning, Alessandro inaugurates his hairdresser shop in the Turin elite district known as “Crocetta”.

In 2018, Alessandro opens his second hairdresser shop located in C.so Moncalieri, where his wife is constantly attentive to her clients’ needs.

Two years later, Pennisi’s brand turns into a product line: Alessandro and Samantha’s extensive experience along with a collaboration with one of the most renown company of this field create a “hair care” line of products, characterized by an accuracy for details, customization and originality.