milano shopping

FW23 niche fashion buying

As a niche boutique, how do we make consistent choices? Actions in accordance with our values, ideas, and lifestyle for modern humans. Whether through the thoughts shared here or in conversations with our community, it’s all part of the same approach.

The culture we believe in is not about the perfection of an ideal world. Because it is obvious that we cannot be 100% sustainable, no one can keep that promise. But with our selection, we are doing something radically different. Consistency is crucial for building trust, which is why we must carefully consider every choice we make.

In fact, for a more sustainable approach to fashion buying, our key message is being selective.

Step 1: what is the reason for a fashion brand to exist?

What is the reason for a fashion brand to exist?
Creativity–expressed through good design and through skilled craftsmanship. These are fundamental elements for a fashion brand. However, many “sustainable” brands, beyond choosing eco-friendly materials for their garments, fail to deliver exceptional designs. And without creativity, we don’t need them.
Contemporary brands, on the other hand, must strike the perfect balance between design and sustainability. Today, one cannot exist without the other.

Step 2: how do we select brands?

How do we select brands?
• Avoid juggernauts: Big brands aren’t driving meaningful change. While some may offer refined design, they remain entrenched in overproduction, exploiting both people and the planet. The world cannot sustain this system anymore!
• Reject outdated mindsets: We steer clear of brands that fail to grasp how much the world has changed. Businesses must evolve and adapt to new realities and needs.
• Skip self-proclaimed sustainable labels: There’s no real accountability, just more marketing and less design. The market doesn’t need brands without soul adding to an already overcrowded space.

Our consistent choices: less but better

We learned to search for smaller companies whose designer’s touch and vision are tangible in their unique and meaningful garments. Indeed, they focus on design, and sustainability comes along. They have something to say. Even though it’s not a matter of popularity for us. Moreover, these brands are not mass-produced. Skilled artisans make their garments or accessories, so productions are limited.

How do we make consistent choices?

We operate a careful, accurate, and thoughtful selection searching for value expressed in good design, quality and limited pieces. That’s how fashion can match sustainable standards.