MEET THE PARTNERS: ISTO.

An interview with ISTO., the Portuguese brand looking to consciously create premium-grade male garments with an affordable twist.

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How did this partnership with Valérius HUB start?

After our partnership with Valérius HUB around the time of our inception, and following our internal strategy to find innovative, luxurious, yet more sustainable solutions, we had the opportunity to meet up with Valérius 360 for some interesting projects focused on recycling, new materials and dyeings, as well as the possibility of another partnership for packaging.

How did you (the founders) meet and where did the idea to start ISTO come up?

ISTO. was founded by three men from Lisbon, all of whom had different backgrounds in business, marketing, and design. Their shared frustration with the way things are made and sold in fashion retail led them to believe there was an opportunity for a fresh start – one that took inspiration from high-end brands but gave people something they could afford.

The focus then became higher quality standards with an honest price point – so that consumers who already knew what they needed could get what they wanted. All of that, coupled with the fact that we were positioned hours away from some of the world’s leading textile manufacturers, led to ISTO. becoming a reality in June 2017.

Tell us about ISTO’s creative concept and what it is inspired by.

ISTO. is mostly inspired by everyday classics that strike a similarity with uniforms. High-quality garments with a great focus on quality, usability, colour sophistication, and great cuts. We view simplicity as a way to move forward.

Although ISTO is already a well-established name, what does the future hold for the brand? What are your hopes for the coming years of conscious and responsible fashion?

We will keep bringing out classic and essential products, entirely made in Portugal. Products that men actually need on a daily basis, with a major focus on quality, transparency, and always providing a voice to, and valuing the work of, all our suppliers and partners.

We are working towards a common goal, that’s for sure. And we will try to achieve that goal with more innovative fabrics, always bearing the “circularity” side of it in mind.

Thank you.

Valérius HUB - Responsible Fashion Makers

www.isto.pt