slowfashion

Fashion far from consumerism

/ Leave a Comment

Spring-summer 23: bringing back meaning

Can we think about fashion far from consumerism? Indeed, there’s a way of conceiving the fashion industry cleared of its toxic downsides.

Spring-summer 23, a sense of re-birth comes with the new season. And so, we want to take you with us on our journey out of the blob of mass-produced clothes. Come with us to discover rarities and excellence to bring back meaning in an industry that, as it is now, has lost it.

Fashion & consumerism

If fashion mirrors our society, what we see is growth mania. The industry brainwashed people into overconsumption and disposable culture. In fact, there is a constant need for novelties which has much in common with addictive behaviours. But this massified fashion comes with a cost. It has a polluting and destructive impact.

So, we want to take you with us on a different path, which we’ll hone season after season. There’s no perfection but the commitment to doing better, stepping away from pointless labels or empty claims.
Good design, well-made clothes are for those who can see them. But, attention to design, details, and materials are fundamentals to bringing meaning back into fashion.

Spring-Summer 23: niche fashion #formodernhumans

Come with us to explore the Spring-Summer 23: garments made with care and passion. Indeed, the sense of tailoring prevails. Silhouettes are slightly more defined but always comfortable. Specifically, materials have a pleasant hand feel, and lines don’t make your body feel compressed.

There are drapings, a design detail that adds a special touch to t-shirts and dresses, making them suitable for different body shapes. But also, cool military pants and exclusive knitwear. And shirts, timeless garments par excellence, improved with a modern twist, in multiple lengths. Plus comfortable flat leather shoes for your summer walks.

The selection is accurate, essential and in limited quantities. A design-focused slow fashion, far from consumerism. Indeed, garments feature a carry-over design, becoming made-to-last stylish classics.

What if the perspective of what you considered new so far is wrong?

The slow fashion context

Slow fashion needs to be placed into the context of a slow lifestyle to make sense of it. Out of that frame, this concept has no meaning.

Slow fashion & slow lifestyle

And so, slow fashion is not only about the act of making garments at the proper pace. Which, by the way, represents a significant shift toward sustainability. Most importantly, it is about living in the moment and enjoying it, which is the point of a slow lifestyle.

Therefore, it is not about the tons of things you buy or the many experiences you have. No hoarding: you choose quality over quantity. However, there’s no sense of deprivation in that. On the contrary, it’s a more conscious and intentional lifestyle.
Also, living in the moment means that if the weather is still warm, it makes sense to enjoy our light clothing. And it’s about purchasing what you need at a given time. Depending on where you live, of course.

Slow fashion

Slow fashion & slow lifestyle


In sunny weather, you wear lightweight clothes. But keeping in mind the possibility of a layering style, you will use light fabrics throughout the year. Indeed, you only need to add something over or underneath. Or both when it is too cold. Here it’s important to remember that it is not the thickness of the material that will keep you warm but the quality.

The slow mode

For us as a boutique, slow fashion also means starting with the new season when it makes sense. Not too early because there’s no point in doing that anymore. The vision of encouraging a frenzy shopping attitude doesn’t fit into the conscious approach for modern humans.

Therefore, we do not hurry. We selected some unique garments, and we’ll introduce new brands. So stay tuned!

In the meantime, contact us to check out our timeless selection. We’ll help you choose the perfect pieces for you: garments you’ll love to wear for a lifetime because of the unique design and softness of the fabrics.

The slow mode

Welcoming the Spring/ Summer 22 season

A choice of value
We take it slow, move at our own pace, with no frenzy to enter the new Spring/ Summer season. Happy to finally touch with our hands what we ordered months ago digitally or in physical showrooms, thrilled to show you the mix we’ve put together for you. Which we hope you will enjoy. But we do not hurry. That feeling is not part of the new evolved dimension we have started.

A conscious approach relies on thoughtful actions, not on the rush. And this is a time in which pondering our actions – please, translate it also into thinking carefully about what we purchase – is at the base of everything.

Slow fashion

Quality takes time
Bringing back the value of waiting is fundamental in order to regain standards of quality, and give a proper perspective. Fast is cheap, but there’s no quality nor value in that, just exploitation of human and natural resources. So we want to go back to the ‘tempo giusto.’ The proper time, what quality needs.

the slow mode - welcoming Spring/ Summer 22 season


The global industry is still ingrained in the status quo, not willing to change because by offering cheap products, they are sure they’ll sell them regardless of the side effects. Well, we don’t want to be part of that system.

During days of total uncertainty caused by the pandemic, we’ve been searching for consistency, good design, and quality. This is what we thought it made sense to offer.

Our fashion? We make it slow fashion because we adapt it to our new necessities. If brands run fast, we do not. We bring in our visions and values instead. And we believe that suggesting you buy less, much less but better quality pieces is an effective way to reduce our impact on the planet.

So we don’t go where the wind goes, we go where value resides.

Quality and attention

The tie is closer than you think

Quality requires attention. Have you ever thought about that?

Quality is the set of all the attributes that identify a product. Or even a person.

Attention comes from Latin, attentio-onis. Which means: turn your soul towards something. In other words, looking at, listening to, thinking about something with deep interest, with care. With your soul.
The depth of this etymological meaning doesn’t seem suitable for the time we live in, not for the crowds who still overconsume. In fact, what’s popular now doesn’t require any attention. And no attention or low level of it means no understanding of quality.
As a matter of fact, this represents the ground where the ‘shop & toss’ culture thrives.

Attention is an intentional choice

You can’t stop at a quick glance because you know that rapid, superficial evaluation is not enough to notice all the details. Forget trying to perceive the quality of something by scrolling social media. Unless you are well trained, of course. Or, you possess an elevated dose of good taste as a natural talent. Which is not that frequent.

Quality and attention are two fundamental values.
One implies the other, and vice versa. Without attention, you cannot understand quality.

It takes time to develop your attention

But it’s worth doing it to appreciate what surrounds us. So train yourself to pause for a few minutes of silence every day. Observe more, listen, allow yourself to focus on details and think.

Marketing is full of smoke and mirrors. Don’t stop at a logo placed on the outer surface to catch your eye and trick you. Or prices that wouldn’t justify a sustainable production chain. Instead, train the eye to go deeper than that. So you will deepen the value of choosing with intention.

If attention is an intentional choice, a slower pace will help you savour more. Not only your purchases but your life.

The wake-up call

Lifestyle is constantly evolving.
It’s not about hectic fashion anymore, that time is over.
We learned the lesson, so we are evolving towards a new era based on consciousness. The pandemic is our wake-up call. Pollution, climate change, social issues, racism, our behaviour of the past led us here. Now, we must think about what kind of world we want.

Fashion as a reflection of who we are must be involved in the lifestyle evolution process. It’s about understanding the core values, so, as a consequence, we search for a design that fits our new vision.
Creativity takes time to express itself, manufacturing quality items takes time. Trust takes time too.
No need to hurry, not anymore. Slow is ok. Indeed, the process of consciousness takes time.

So, after the wake-up call, change for the better is what we are doing.
But don’t underestimate small changes. Even modest changes in our lifestyle can have a significant impact.

2021 is our blank page. Reset and restart with us.

Fashion is culture

With the word fashion, we mean the appearance and behaviour of a social community according to a particular taste of the moment. It refers to all the style and life elements that identify a society during a specific era.

Fashion is just another way to scan our society and culture. Another lens through which we can investigate human behaviour.

We can use clothes to hide aspects of our personality or, instead, to show and express our identity. As an overall concept, we can use clothes to analyze different cultures.

Fashion, creativity and finance

Fashion is the result of a creative process that talks about our culture. The reason it became mistreated and demeaned as a vain or silly field, lies in the system itself and some external factors.
Since finance took over the industry, during the 80s and 90s, the creative process has been forcibly accelerated, pushed to an extremely fast-paced model. Very little space was left for creativity.

Later on, when the internet and social media entered the scene, the creative side of fashion became completely distorted.
Fashion has undergone such strong pressure that valuable designers, like Martin Margiela, one of the greatest innovators and game-changers, decided to leave. Too much pressure, a continuous request for something new, too many products to put out in a short time. And then also, an obsessive hunger for information, in the form of silly poses and clownesque outfits.

Rather than a place for creativity, fashion became all about budgets, money and clowns. Pure business without a soul. Tangible examples are the rise of fast fashion and fashion bloggers.

But all that fast-paced overproduction, overconsumption, massive show-off was just a bubble, a system that couldn’t sustain itself in the long run. In fact, during the pandemic, it exploded.

Now that the world is re-awakening, we need to bring a new level of consciousness that puts creativity and ethical work at the heart. Slow fashion and smaller-scale production are the basis on which we can build sustainable models.