You have the power to push the fashion system towards the path of sustainability: how do you convey the value of sustainable and ethical garments to consumers? We believe that the main value is the possibility of combining sustainability with comfort, style and wallet in a winning way. Dressing responsibly is not only good for the planet but also for those who wear that garment, without necessarily having to spend exorbitant amounts. Timeless staples over trends: how do you define the aesthetics of your brand? Quality over quantity: which materials characterize your collections? Our collections are mainly made of organic cotton, with some lines in Tencel, cotton and linen, wool and silk, but also recycled polyester (Waste2Wear) and Ecovero (eco-friendly viscose). We are constantly looking for new brands that offer different sustainable materials, with an eye also to price. Our garments are by definition “beyond fashion” and our customers, men and women, appreciate it very much. Of course we allow ourselves some trendy colors, but we are not afraid to re-stock it and propose it again for more than a season, if our costumers liked it. Price tags do not convey the real value of a product: how much does it affect production? How important are the social and environmental costs? In the traditional fashion sector, still too little. The costs related to the image and positioning of the brand and the share allocated to profits have a greater impact. How are your prices made up instead, as a sustainable and ethical business? Is part of the earnings reinvested in virtuous projects? As we know, the world of textiles is one of the most polluting sectors, also due to the search for the lowest possible price, which does not safeguard either the quality of the garment or the environment. Today, after the pandemic, costs are rising in every sector: this is also true for the price of cotton, in particular organic cotton, and it also seems that there are supply problems. The costs must be such as to make the product “good” in terms of quality, but affordable, which does not mean cheap, but accessible. People need to realize that behind the cost of the tag price there is, in addition, the research into low-impact raw materials, and someone who produces it physically. The workforce must be paid fairly, fair trade is a very important issue for us. Producing in India or Turkey is fine, if you do it with respect for local workers; Made in Italy is fine, but it is not necessarily a guarantee of respect for work. At the moment we only work with sustainable European and Italian brands, with the only exception of the “corsetry” sector, inserted to cover wider fit needs (for example for bras with cups up to G, where cotton does not guarantee sufficient support). We are new to the market, we are still trying to balance the various investments, in order to continue this fascinating journey: it is not an easy thing, but we certainly have many ideas to put into practice! What prompted you to open a store mainly of underwear in Parma? We opened in September 2019. Before Covid there was a trend towards the return of the physical store in the neighbourhood, obviously then abruptly interrupted by the pandemic. For this reason, we decided not to exhist only (or mainly) online, like other well-known and important already existing and consolidated platforms. The opportunity to try, see, touch is very important for us, even today after the launch of our new e-commerce site. This is especially true when you propose something new and unknown. We have chosen the underwear sector, with night and relax wear, because they are the garments in closer contact with the skin, where the organic product also becomes the most “healthy” and enjoyable (returning to the concept of comfort). It also allows us to limit the dynamics of seasonality that all clothing stores are obliged to. We decided to focus on mostly continuous lines, beyond fashions, which you can always find if you like them: it is impossible in other contexts, especially in fast fashion, where today you buy something but already tomorrow you cannot find it anymore. It is something I have always hated as a customer: if I like something, I’ll buy it again several times over time, but not finding it after only six months is frustrating. The power you have to choose your suppliers and therefore the power to direct your customers to sustainable and ethical products… do you feel you are making a difference? I would say yes: with our customers we often discuss sustainability issues. We are also very attentive to the selection of products, we consider new brands, national and not, we keep an eye on the market and we welcome the news. We like to look at Europe as well as Italy, also looking for a bit of originality and new styles, because even the eye wants its part!