The first time I saw S.T.R.A., just a few months ago on the account of Alessando Falconieri, owner of the homonymous showroom in Milan, I was stunned.
I started looking for a site, an Instagram account, anything to get more information on the brand: but nothing to do.
In a world of hyper-communication on the web, the brand looked like a real ghost.
Today, however, I find the brand at Pitti, and I immediately launch into the stand to try and find out everything about the brand. I can talk, finally with the designer, and owner, who tells me the story and the path that is following the brand
And so I find out that the brand is produced in Italy, in Veneto, just in Stra, an area where there is an excellent workmanship of the skin: and hence, of course, the name. The circular logo and with the letters pointed as if it were an acronym, however, was born from the inspiration of an American plate found by the owner’s son.
The brand was born almost on impulse: it came out at the end of the sales campaign last season, now technically out of time, but did fall in love with a tam-tam of some important showrooms and to follow top customers (like Sugar in Arezzo, Luisaviaroma in Florence, Biffi in Milan) who immediately entered the brand on the fly, despite the sales campaign for the stores had in fact already ended.
But that touch of color, that vintage flavor, those carefully crafted details, have hit the heart.
The leather to the touch is just the softness and quality that I expected: exceptional, soft, I would say almost buttery, and at the same time light, while the details are well-kept as the wise contrasts of color of the knitted profiles, the embroidered logos, the touches with ‘used’ effect, the eyelets for transpiration framed by seams.
The first time of S.T.R.A. at Pitti presents a collection that creates continuity with the first original model: the bomber jacket in leather with a vintage touch and retro-sport but luxurious, from which it expands with a series of variants with hood or with the ‘perfecto’ model, and some short sheepskin with fur collar with maxi hood.
A brand that represents a real gem, to keep an eye on and let us play the word game, cool. For the moment we can not give you the site yet … but follow Wait and … stay tuned.
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