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The Niche Choice

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Exploring what sets us apart in a saturated market


When it comes to fashion or lifestyle choices, you have two options: opt for the most popular brands or search for what’s different. Likewise, you can choose holidays in crowded destinations or search for your places, out of the beaten path.

Needless to say, we tend to go for the latter. And if you interact with us – in person or through our digital world – you’re likely on the same page. Perhaps, like us, you have seen it all in fashion, and now you want more.

So, we look for what we call niche designers or niche brands.
And it’s not that we don’t like popular brands. In fact, we could handpick some cool items from those collections. But we love to search for something more unique. For a style that is special, and not immediately recognizable. In other words, more personal. That style is you.

Key points for our niche choice


What keys we do use to analyse fashion collections?

Design and style
First, we’re drawn to the designer’s perspective, what the brand brings to the table. From what we consider a valuable style proposition, we pick the pieces we like, which are then reviewed from other angles to meet our quality standards: the construction and fit, how the garment falls, the occasion it’s suited for, the materials. And the price point.

Timeless aesthetic
We select items that you can wear for years. If some pieces recall a fashion trend, it is never so overt that they’ll look outdated the following season. In fact, our pieces always look fashion-forward.

Seasonless
We tend to select items that you can wear year-round. By layering, you can wear them in any season. It avoids fashion cycles and so the ‘buy & toss’ mentality.

Comfortable
Pieces that you can wear on multiple occasions, but they are never out of place.

Of course, a niche selection is not for everyone. But that’s what makes it even more special.

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Heading To The Beach In The Maxi Shirt Dress

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Versatile summer fashion: the perfect blend of comfort and chic


Heading to the beach and thinking about beach style brings a sense of joy and freedom. After all, getting ready for a holiday by the sea sounds so refreshing.

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

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 garment–it’s 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.

Heading to the beach? 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 shorts and flat sandals. So you’re all set for a stroll through the village.
Are you going to lunch at the beach? Slip on the maxi shirt dress completely unbuttoned over your swimsuit. And don’t forget to add a straw hat.

There are garments worth investing in, and the maxi shirt dress is one of those. Seasonless, timeless, versatile, comfortable, easy-care. It’s a piece that cannot be missing from your wardrobe.

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

Finally, in case you cannot get your hands on our maxi shirt dress, here’s our style tip: take a shirt from your husband, boyfriend or father’s wardrobe. That oversized fit makes it effortlessly cool!

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See The Difference

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Valuing the sensitivity to go beyond


Being able to see the difference means speaking the same language. A language that goes beyond the surfaces, one that perceives the subtle nuances and understands the importance of every detail. It’s a deeper sensitivity—an awareness that values what others might overlook.

Simplicity strips away the unnecessary. Simplicity goes to the essential. And the essential reveals the true quality.
When design is lacking, simplicity is reflected poorly. It loses its power, leaving only a hollow reflection.

For instance, take a basic top, with an essential and clean shape.
Can you see the difference with a garment that apparently looks similar?
Touch it. Can you feel the material?
Wear both. Do you get a sense of the fit? How they flow on your body?
Can you feel the quality?

Good design makes that basic top a piece of perfection, turning simplicity into an art form.

Those who are aligned and share our values don’t need many explanations. Indeed, they instantly understand the message–we speak the same language. It’s all about trust. In fact, we select with great care only what truly makes sense.

Those who are curious may need some time to fully understand. But at least, they search for more information. And in that moment of exploration, a door to deeper communication opens.

Those who don’t see any difference between one garment or another don’t have the sensitvity to go further. As a result, they do not align with our vision of the world. The language isn’t the same, and without that, there is no connection.

But there’s no need to connect with everyone, nor to be liked by everyone.

A small, aligned audience is enough.

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Selection vs Quantity

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The power of thoughful choices


Carefully picking out the most suitable items is an interesting point: selection vs quantity. Talking about selection, especially when people are accustomed to a supermarket mentality, is not an easy task.

A while ago, a lady who used to come to our boutique asked to try on an item. When we said her size was sold-out, she replied:
“My size is sold out because you ordered only a few pieces.”

Also, she said it with an ironic grin on her lips, as she intended to belittle our work.

Accidentally and unbeknownst to her, she had hit the point: selecting a few pieces is not a demerit. On the contrary, we firmly believe it is a plus! It grants you uniqueness, which is far better than being the clone of many other people.

Selection vs quantity? We choose selection. In fact, we do this intentionally. To order a few pieces by choosing those of value, the special ones, is a deliberate act. We are at the opposite of the fast-fashion concept. Disposable goods have never been for us. Moreover, the idea of fashion as a supermarket makes us shudder.

A selection of meaningful garments #formodernhumans


Years ago, we were already on this path, and recent events have made this direction even clearer. Choosing an evolved style–and lifestyle–means we don’t need too many things, only the ones that truly make a difference.

We help you create your unique, distinctive individual style. We do it operating with respect for people and the planet. It’s a vision for a better world. It is not about quantity. Of course, it is not.

We cannot please everyone, and we do not appeal to a mass audience. But we can please people like us, a niche of like-minded individuals who share the same values.

It’s a selection of meaningful garments for modern humans.

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Where Do We Find Value?

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Redefining worth in a world of overabundance


Where do we find value? In a world full of empty marketing claims, unclear manufacturing regulations and massive greenwashing, if you want to buy a product, it’s very hard to differentiate between what is worthy and what is not.

And so, in this jungle, where do we find value?

Thoughtful design and quality


First, we need to define value: it lies in thoughtful design, high-quality standards achieved through good materials and skilled craftsmanship, together with ethical production practices. Respect for people and the planet form the essence of true, modern worth.

That said, we are perfectly aware it’s complicated to identify it. But here and there in our globalized jungle, we can see some lights.

Value: where do we find it?


We find true value in small artisanal brands that blend a creative approach with skilled craftsmanship and the selection of extra-fine quality materials.

We also find value in up-and-coming or unconventional designers who demonstrate a high dose of creativity and innovation but talk to a limited audience because most people see nothing but famous brands.

A good rule of thumb is that higher worth is often found in less popular brands or products. The most recognised brands are rarely the best.

Those elevated products target a niche that has become smaller and smaller because the mainstream offers cheap products or top brands. In full transparency, the state of many top brands is far from exciting. Advertising has done a good job of creating automatons–consumers who rarely lift their eyes to question or show even a minimal level of curiosity.

Although we cannot imagine a world made of sublime products only, the opposite trend is all too evident. If we analyse the state of culture, we can see that lowering the bar has become the prevailing norm. In fact, culture is not in good shape at all.

On the other hand, some individuals remain different–they never stopped reading or searching for unique things. They still think for themselves. By staying outside the mainstream, perhaps people like us can’t reverse the trend, not in the short run, at least. But we must join forces and raise our voices in support of value, because it’s time to stop celebrating mediocrity.

If we cannot reverse the trend, we can still make a difference.

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