Awakening

Awakening means developing your consciousness – ethical and social – in order to become a better human.

Awakening is an intentional choice. Indeed, it is the act of opening our eyes and realizing what happens inside and around us. Once we understand the reality, the damage we have done to other people and our environment, awakening comes along.

Therefore we become aware that doing without thinking about consequences or, in other words, acting without a long-term ethical vision is not a worthy choice.

Awakening takes our eyes to see, our brain to think and pay attention, freeing our conscience to emerge. For instance, we reach a higher level of consciousness by reading books, essays or newsletters. Following thoughtful leaders. Interacting and sharing ideas in a community. Perhaps we could list other ways, but honestly, meditation is not our field of knowledge.

Ultimately, awakening is free.
You can pay someone to turn on the light for you, but then the process is yours. And no one can do it for you.

How does it all connect to fashion? Believe us, it does. Fashion as a reflection of our society is part of a system based on exploitation. Part of the world is living at the expense of others and the planet.

The awakening’s result is that we are not satisfied with this system anymore. We cannot take it as it is. Therefore, we want to bring a change.

How do we do it?
We do it by offering you a thoughtful selection. By intentionally taking fewer items. What we really need. Unique pieces. By not adapting to fashion rules anymore but being active agents of change. By bringing in our own vision and values. More is not the answer. Instead, less but better and more ethical choices.

How do fashion brands do it?
Smaller productions – higher quality – shorter and adequately paid working chain. No sales but real balanced value. No modern slavery to serve fast fashion.

How do you do it?
Consume less. Choose wisely.

Design against waste

Waste is a major issue in our culture. Perhaps one of the biggest. Definitely a side effect of our lifestyle. Waste is the ignorant byproduct of our times, meaning the etymological non-understanding of what we leave at our back.

In other words, it is a blind and egoistic short-term vision. People don’t care. Their children will live in an open-air landfill. Not their business.

However, the problem is real, devastating, and we cannot hide it anymore. There’s no way to sweep waste under the carpet or make it magically disappear.

Acknowledging the problem and the environmental cost it carries along, what is the solution?

Design is the answer.
An accurate design is at the core of solving the waste issue. Changing the way we conceive products is absolutely crucial. We need thoughtful items in every single field and category – fashion, furniture, technology, etc.
Products made with eco, recycled materials. That will have multiple lives and eventually enter a circular pattern.
Items made to last.

By the way, it was so in the past in terms of lifetime. Now the life of a garment is just a couple of washings, the life of a cell phone, less than one year.
Moreover, the convenience culture played a huge role in maximizing waste habits and proliferating throwaway tendencies. Buying a new item is cheaper than repairing it. So throw it away and buy another one – even if it will last just a few months. The never-ending cycle has been triggered.

The point is that real designers make good designs.
Since fashion – like any other industry – is in the hands of people who are more attracted to marketing than design, it will be hard to see a change coming from the inside.

Unless a new generation of designers, aware of the problem and touched by it, will be willing to change for the better.
We are optimistic!

The modern migration

Modern migration from big cities to small villages is the key to sustainability and happiness.

Transformed by the pandemic wake-up call, we decided to spend our August holidays back at our roots. A tiny small village in the Basilicata region – South Italy – immersed in nature and silence. Cows’ mooing, dogs barking, or the wind was the only sound.

Travelling in the middle of the night along the woods, we met a family of porcupines who was crossing the road, spines standing on end. Such a marvel! We promptly stopped the car to enjoy the unique show that nature offered us. We let them cross, caught in the headlights.
A scene impressed in our memory.

How different life is in small countryside villages! Healthier, for sure. You reclaim the value of time, space. You don’t feel trapped like in a city apartment. However big it is, it’s cement anyway. And you realise that in exchange for fewer services, perhaps you enjoy real life.

Reading the news, it seems that the migration from big cities to the countryside has already started, as a tangible effect of the pandemic. Indeed, the idea of a slow and sustainable lifestyle flows so naturally into this context, followed by a different way of dressing – which we will explore deeper – and decorating our places.
Surely, a way of living our life in tune with nature.

It has proven that economic growth and environmental impact are directly connected. What we used to call climate change is now a climate emergency. Therefore, in order to reduce our impact on nature, we have no other choice than to change our lifestyle.

To this end, modern migration to the countryside is an opportunity. Our needs have changed, big cities aren’t the answer anymore. We need more nature.

Therefore, we are envisioning a future where people repopulate small villages, giving them a new life. Intensive mass growing leaves space for smaller communities, all interconnected so as to support each other.

Finally, we can use progress and the web not to prevail or exploit but to genuinely and deeply connect.

With this in mind, we can be part of the solution and not part of the problem.

That’s the lifestyle for modern humans.

Fashion & music

Fashion is not only what we wear. Fashion involves the environment around us. Fashion is the music we listen to as well.

Indeed, there is a clear parallel between fashion and music. Both have developed precisely the same pattern.

What kind of music do we listen to nowadays? Which one is popular?
DJs are sampling pieces from the 70s, 80s or 90s, remixing them, then the singer of the moment gives the voice. And, here it is, the modern creative effort.
Usually, this music is popular for a few months. Perhaps none will remember a single track one year later.

Of course, there are always exceptions. Take, for instance, “Walk this way” by Run DMC. Well, as we said, there are exceptions.

What kind of fashion do we see now?
DJs are the new fashion designers. They take designs from the past and apply logos all over, following the above remix pattern.
Design skills are not needed anymore.

Some time ago, a TV show celebrated Fabrizio De André, the great poet-musician. And they interviewed his wife, Dori Ghezzi.
Singers who recently won the Sanremo Festival went on air in a clip, guys dressed up to promote fashion brands more than music but acclaimed as geniuses.
Afterwards, they asked her: “What do you think?”
She replied: “At the time of my husband there was a lot of space, we have experimented a lot, and done a lot. Now maybe these guys don’t have much left. They are scrambling.”

Ads disguised as entertainment – this is how they call it marketing gurus, indeed.

The sampling of things already seen, stealing other people’s ideas that pass for absolute novelties. It is the sign of our times. And in both fields, fashion and music, it is marketing, not art.

But in the end, we do not have to accept it or fit in. We have the freedom to differ, to think differently.

Heading to the beach – The maxi shirt dress

Thinking about beach style gives a sense of joy and freedom. Indeed, getting ready for a holiday at the seaside sounds so good.

But to rock the perfect beach style, do we need to change our clothing completely?

We do not think so. In fact, it’s just a matter of styling the pieces in different ways and playing with the accessories.

For instance, take the maxi shirt dress. The ultimate seasonless item, it is one of the most versatile pieces. Its soft texture and shaped silhouette are absolutely unique.

In town, it is easy to match in a perfect layering style. Wear it with a pair of jeans, a skirt or try it unbuttoned on a dress, adding a belt to complete the look. When the weather is cold, the options are a top or turtleneck underneath or a cardigan over.

At last, at the seaside, when the sun shines, it’s time to roll up the sleeves, button-up only the top buttons, and match it with a pair of shorts and flat sandals. You are ready for a walk in the village.
Are you going to lunch at the beach? Wear the maxi shirt dress totally unbuttoned over your swimsuit. And don’t forget a straw hat.

There are garments worth investing in. And the maxi shirt dress is one of those.

We don’t need to buy tons of items. We need fewer pieces, but good quality.

Finally, in case you cannot buy our maxi shirt dress, this is our style advice. Take a shirt from your husband, boyfriend or father’s wardrobe. That oversized fitting makes it so cool.

Bikini bottoms controversy & questioning the rules

The Norwegian beach handball female team got fined for wearing shorts instead of bikini bottoms in the European tournament match against Spain in Bulgaria.

In order to protest against the regulations of the sport, the female team wore thigh-length elastic shorts. Which, although not impeding any movement, were considered “improper clothing.”

Here is what the International Handball Federation regulations state. Straight to the point:

Tops: “…The women’s tops (a midriff design) must be close fitting…”

Bottoms: “Female athletes must wear bikini bottoms with a close fit and cut on an upward angle toward the top of the leg. The side width must be of a maximum of 10 centimetres.”

When it comes to gender stereotypes and sexism, there is no difference from one field to another.

In sports, they are counting the centimetres of uniforms.
Likewise, in fashion, they ask designers to make clothes that unveil more or stick to the body – because this is what women want.
So they say, and actually, it is what sells more. Therefore, it must be true.
In fact, after 25 years in fashion, we can confirm that there is a specific request for this kind of clothing.

People say: that is what women want. Indeed, they accept it. Otherwise, they would protest.

Finally, someone did! Norwegian hand volley team, we thank you and support you!

The time has come to start questioning anything.
Everything related to society standards, which involves sexism, gender stereotypes and equality, needs immediate attention.

Stop bla bla bla. It is time to take action.

Go, ladies. Brave!

See the difference

Being able to see the difference is a way of speaking the same language.

Simplicity goes to the essential. The essential reveals real quality.
When design is lacking, simplicity is reflected poorly.

Take an essential top, a basic shape.
Can you see the difference with a garment that apparently looks similar?
Touch it. Can you feel the material?
Do you see the fitting?
Can you feel the quality?

Those who are aligned and share our values don’t need many explanations. They instantly get the message. We speak the same language.
Furthermore, it’s a matter of trust.

The ones who are curious sometimes need time to get in. At least, they search for more information. And that point of communication opens a door.

Those who don’t see any difference from one item to another don’t have the sensibility to go further. Thus, they do not align with our vision of the world. The language is not the same.
In that case, there is no connection.

There’s no need to connect with everyone. Or to be liked by everyone.

A small aligned audience is enough.

The fashion game

All the news we are reading from the fashion universe these days is about acquisitions. Who bought who? The competition is open.

To this end, it seems like it’s a good time for doing great deals, playing the fashion game. This luxury group bought that brand, intending to launch other new labels. And so on, with lots of other news along the same lines.

The fashion game, explained in a few words, goes like this: take the “designer” of the moment, the one who is popular because of his social media buzz rather than his designing skills. Then throw out the bait to a young audience. There’s no better way to reach the mass market quickly.

In other words, the game of exponential growth is not over yet. They act as if the lesson taught by the pandemic has left no trace at all.

Somehow those companies are still telling us that fashion belongs to finance more than creativity.

As a so-called designer now, you don’t need to have your own ideas, given that you can buy or steal them. Of course, the latter is the more frequent case.

And how weird it is to see emerging brands aiming to be acquired by luxury groups. But when they are acquired, very little remains of the original coolness.

What emerges is that no fashion group or designer has the courage to suggest new ideas. Perhaps, they do not even have the intention.
None takes the risk of disrupting the industry. The pattern is the old one. And, marketing seems to be on their side.

Aren’t you tired of DJs designing brands?

Racism is not an option

Every now and then, we feel the urge to step off the carved path of the trails. Please, allow us to do that. There are moments in which only talking about fashion is not enough. We do not live in a bubble, so it’s impossible not to look at what happens around us and not be affected.

Moreover, we have always been very open to discussions in our physical boutique, and the same is true in our online community.

Paola Egonu is a great Italian athlete chosen to carry the Olympic flag in Tokyo. She also became a testimonial for Armani.
Forgetting the fact that she is a real champion, one of the strongest volley players in the world, a group of people have found reasons to complain. Why did they consider it compelling to bring their views to the table? First, she is black. And, second, she had no problem talking about being in love with a woman.
Neither of the points is relevant to her sports abilities or has any connection to sport values. Neither is any of our business.
We should be proud of the champion she is. And that’s final.

Meanwhile, we acknowledge that in Voghera, a League safety councillor has killed a Moroccan man. The immigrant punched him, he replied by shooting him dead. In his defence, he said that the gun fired accidentally. But why was he carrying a gun? And what if the aggressor was Italian?

The reason we address these realities is simple.
In short, that is not the world we want to live in.

We are promoting a community for modern humans – based on mutual respect, acceptance and understanding.

Diversity and inclusion are fundamental values.

It’s important to state it clearly.
If you are racist or homophobe, this is not the place for you.

Details make the difference

Although it is easy to copy high-fashion items, the difference between designer pieces and fast fashion is tangible.

With fast fashion, you get low-quality materials and poor construction (not to mention labour exploitation). Those elements change the final result completely.

By the way, it is well-known that people don’t see details.

Designer collaborations with fast-fashion chains are a way to make money by reaching a broader audience, which otherwise wouldn’t approach the brand.

But what’s left of the original design?

We still remember the first collaboration Karl Lagerfeld did with H&M. There was a lot of hype, so we decided to try. We bought many pieces, also some lingerie-style reminiscent of Chanel. Whenever we had the occasion, we tried on one or the other, but there was always something wrong. Pull one side, pull the other, no way to make the top, or the dress, seem decent.
The fitting was terrible, stitchings and materials too. We ended up wearing some of those pieces as pyjamas.

Since we bought many items, the total amount was not small. Rethinking of it in terms of worth, did it make sense? Wasn’t it better to buy only one valuable piece, which we could wear for years? Rather than wasting money on several pieces we never wore?

Indeed, this is the trick: reproducing a similar shape doesn’t mean tailoring the same construction. It doesn’t imply the same stitching ability and, definitely, not the same materials.

The quality of materials, together with the knowledge in crafting, are what make a piece of clothing look beautiful. And only expert hands can shape the proper fitting.

Change those ingredients, take out the sartorial touch, and instead of a Chanel imitation, you get a rag. Instead of an oversized dress, you get a garbage bag.

Yes, details make a huge difference.