DESIGNED IN ITALY as MARKETING STRATEGY. Sounds like MADE IN ITALY, but…

You were sure to have your compass when you started this journey, but then you've found an hole in your lagguage, in the very middle of the Kinabatangan river. Luckily there was your expert guide on the other side of the river, otherwise it would have been impossible to find your way in the middle of the jungle.

In the middle of the Far West there are no guides, but only dreamlike mirages that can mislead us.

And i feel exactly like this, like a robot in a Westworld built in the name of scalability, with no feelings, no rules. A fake world, ruthless, unable to understand the beauty of the land in which we live in.

After all we have seen glaciers melt, skies turn gray, rivers flowing purple, whales drown in plastic seas. We don't like this, we try to react, to be that single drop which together with the others hope to become a waterfall. But the reality that surrounds us is stronger than us, it has taken over and it is increasingly difficult to go against the tide. The fashion industry is one of the most polluting in the world and now more and more people are starting to be aware of these facts, and to remedy by trying to buy ethically. Because of this increasingly widespread awareness, greenwashing is being practiced by more and more companies, in order to appear eco-friendly in the eyes of the consumer.

Once there was the wording MADE IN ITALY which indicated that the cloth was entirely made in Italy.

If you saw that lable you coud be sure, in Italy there were so many tailoring workshops, highest in quality, that was impossible to imagine that we would end up dressing in almost disposable plastic clothes.

People like me, who were born in the 80s, are lucky enough to remember the beauty of italian tailored products, not ony for the eyes but also for the appearance and the tactile feeling.

Nowdays many companies try to recall those bygone days by using of the DESIGNED IN ITALY label, which souds like, as italians say, "I wish but I can't". The message they want to deliever is the clothes they are selling are made in Italy, but in reality they are not. Honestly, i don't find anything wrong if they aren't,  as long as every process concerning is carried out ethically by approved companies. But, please, let me know. Why do you have to write it so small on the label that is so hard to read?

Why am I telling you all this?

It is important to give voice to brands, like mine, that design and produce here in Italy. In fact, it is thanks to brands like these that craft workshops, still exist in Italy, even if they are only a few.

It is important to continue manufacturing here in Italy in order not to make traditions disappear.

Our goal, since our opening, has been to mantain and promote the values of Italian craftmanship. That's why we decided to offer to other brands the opportunity to take advantage of our know how in order to produce collections that mantain a totally Italian supply chain. CONSULTANCY service is now available on our website. We offer stylistic and tecnical consultancy, creation of paper models, prototypes and other services that you can discover directly visiting our webpage at this link. This service refers to our sector: surf wetsuits, swimwear and technical sportswear. We will evaluate your requests each time they are presented.