Researching the new

Researching new concepts in fashion has always been our passion, a kind of innate attitude or a real fixation.
In terms of fashion design, what is considered new by a niche audience is not what is new for the masses.
New means something original, singular. Something unusual. Probably or at least possibly, never seen before.
For a niche audience, new refers to what designers, or at least the really creative ones, pioneered first, expressing their vision and sense of style in a way no one has done before.
For the masses, new means what brands have taken from the few creatives, repurposing it under their name. We can’t count the times some agents proposed to us collections we already had the season before in our boutique, just with a different label.
If you are part of that niche, that re-proposed soup is not for you. You respect the original ideas, you need creativity.
Unless they are filtering the concept in a new, creative way – but that doesn’t happen frequently. Copy & paste is the easy way out.

The concept of new in the fashion industry doesn’t exist anymore. It was pretty clear before the pandemic, it’s both frustrating and discouraging now that we are in the middle of it.

Some brands that were modern 30 years ago are still the ones we would wear now. Perhaps they already did anything and everything. So many others seem just part of an old era, outdated, they lost meaning.

While we see collections without identity, lacking idiosyncrasy, still copying & pasting from others. Grasping the occasion to reset and restart with new ideas would be a smart move.

Women & society standards

“I make clothes for a woman who is not swayed by what her husband thinks” – Rei Kawakubo.

This powerful Rei Kawakubo quote, a thought we completely embrace and promote, opens up a window on society standards, personal growth, self-awareness, and perhaps new feminism.

The clothes we wear are the expression of our personality, this is undeniable.
If we analyze the type of clothes that easily reach a large audience, we could portray a clear image of a woman stuck in the Fifties.
A woman who must have a hold on men, and most of all, who must make it crystal clear, totally visible. This statement translates into second-skin dresses, wide neckline, and super short hemlines.

In fact, this is what society expects from women, what women are educated to, by centuries of patriarchal brainwashing. And, eventually, it seems this is what women want, well adapted to a man-shaped society.
Just replace grace with rudeness, and we jump into our modern times.

There’s always the same submissiveness, asking for permission to buy something or buying an item only upon the husband’s approval.

Centuries of evolution from Virginia Woolf, passing through feminism and all a woman can aspire is being an accessory of a man.

We embrace a new sensibility away from the dominant models. Femininity free from conventions and stereotypes. Assertive, not aggressive.
Self-aware, or at least opening the eyes, and beginning the process of personal growth.

Her style would be different.
We are different.
Ready to express a new vision of who we are.

Redefine the lexicon

How can fashion evolve if the lexicon is always the same?
Pre-collections. Still? For real? Selling campaigns, seasons, gender categories, budgets, and, above all, discounts and sales. Real or fake, who cares.
The only intention is to push people to buy whatever product, keeping the business exactly as it was before the pandemic.

Can’t you see how all that is disconnected from the new reality?
All those words lost their meaning because we are in a different place now, an unknown territory, where those concepts do not apply anymore.

We expected something more. We envisioned brave designers or brands coming up with new ideas, guiding us to innovate an outdated system. But other than a lot of greenwashing, nothing has happened. Or worse, everyone’s hoping to go back to normal. Completely forgetting that normal was the problem.

So we take an active posture. We decide what is good and what is not for us and our audience. We don’t believe in a supermarket model. Preserving the value of creativity, we want to decide the quantities and quality we need to buy, based on the real needs of our community, not only to grow large companies’ pockets.
We must understand that good design and quality do not have an expiry date. We do not believe anymore in discounts as a drive to boost sales.
Sales are just another element of the status quo, a short term illusion of joy.

We believe in conscious buying, so we are educating ourselves and our community to buy less but better.

Redefining the lexicon is the first step and expression of a change in the fashion system.

Sustainability or greenwashing?

Sustainability as we know it today, is a bubble, an old-school marketing operation better defined by the name greenwashing.
The same marketers made us believe in the existence of 100% organic food products. The world is an open-air landfill, but we believe it is unspoiled. Or at least we can isolate lands, preventing any contamination. Trust in it!

It’s as though we suddenly all woke up in a sustainable world, with green labels flourishing everywhere. But some questions are jumping into our heads.
Is the use of a few eco-friendly materials enough to define a brand sustainable?
Can fast-fashion brands call themselves sustainable?
And all the luxury brands that continue to produce enormous quantities of products?
Can they be sustainable? Really?

Contradictions are strong.
We need a radical change, not fake messages.

The real value

Sustainability must pass through the re-education to the real value of products, materials, quality, skills of those who carry out the work. Understanding and respecting the craftsmanship, the workers.

These values are the opposite of a fashion system that has taken fast food as a productive and consuming model.

If, since the explosion of fast fashion people have been pushed to buy disposable clothes, how can they understand garments that have a completely different value?
Higher value, in terms of quality, therefore a higher price.

Self-education can make a difference.

Knowledge vs an obsolete system

Knowledge is power. Being informed – educating ourselves – is fundamental in order to make conscious choices.
We love fashion, but we know there are many things to fix in the field. Since we have been part of the industry for so long, we are fed up with representing patterns that are no longer viable, representing an obsolete system.
When you are fed up with what you see, you have two options: you can sit and look at the show, or you take action. Decide to make a change.
We’ve opted for the latter. Change for the better is what we aim for.
Connecting with people who share the same vision is part of the journey.
Change for the better. We do it together.

Life is about change

Someone told us: “you’ve changed.” We were a bit surprised about that feedback since the tone of voice was like, changing is something wrong.
So, we wonder, is it possible to stay the same? always that identical you? Does this possibility exist for real?
Life itself is a journey, a process. And when you go through a process, you change. Not to mention what it means to go through a pandemic.
So yes, we’ve changed and we will keep on changing, growing, evolving. That’s life!
And we see other people feel the same, so we are here to connect with them. With you. Because, you know, life is about change.

Our Promise

We made this for those who love good design and celebrate a distinctive aesthetic. We love sharing meaningful ideas and build strong connections.

We are not for fast fashion lovers or those who seek cheap or disposable items. We are against the culture of waste.
Our products are for those who believe we have to respect people and the planet.

We will focus on people who want to change for a better future, those who share our purpose.

We promise that engaging with us will help you become conscious of what you buy, you’ll be involved in sharing thoughtful ideas and, your style will reflect it. You’ll be unique.

Evolution & Lifestyle

Society is constantly evolving. Our lifestyle is directly connected to this, and so is the way we dress.

Since a disruptive change is forcing us to a new scenario, we feel the need to find a more meaningful way to live our life. An essential approach, a sense of authenticity, simplicity.

Getting rid of all excess, paying respect to nature and all living beings, embracing empathy.
By slowing down, we are evolving.

These values shape a progressive society #formodernhumans