Spirit

In Ottorino Pianigiani’s etymological dictionary, the term “shop” is explained as the “negative of leisure”, but also as “occupation,” “necessity,” and “care,” alongside its more common meaning of “a place where one buys and sells.”

IVO MILAN Radical Fashion is a shop. It retains the name of its founder as a testament to continuity and a history spanning over a century. However, this is a space built above all on the words “necessity” and “care.”

As the “need” to always find the authentic reason behind one's actions, far from well-trodden paths; seeking in clothing and in the way of dressing an uncommon opportunity for self-reflection and—paraphrasing Rei Kawakubo of Comme des Garçons—an effort to understand and discover what has “never been seen before.”

As “great and steadfast diligence” in passionately building a journey of knowledge together with the customer, prioritizing dialogue and the exchange of ideas. It is an endeavor to restore to space—the shop as an atelier—and to time—as an opportunity to learn—that added value which constitutes perhaps the shop’s greatest wealth.