Friday, January 7, 2011

“Soul” by CAMO

The fundamental theme of this fall/winter 2011 Soul collection is that people must find time for themselves.

While the summer is too noisy and for party, the winter is more quiet and silent. This allows people to think.

The advice of this collection is to look after yourselves and to own life.

The place of this inspiration is Oropa, located at 12 km from our office in Biella.

It's a magic place where tourism and religion coexist with a secular history but at the same time is a place that is in step with the times.

About CAMO
CAMO it's a project by Stefano Ughetti.

The purpose is not to dress people, but to put them in touch with what they wear.

Get materials created with specific purposes, get ideas from the world of uniforms and get its codes. get these codes twisted, concealed and camouflaged so that they can fit to our contemporary context.

Elegant casual male clothing brand, relative to north-European inspiration and Italian substance, CAMO is the abbreviation of “camouflage” which means: disguised, camouflaged. It is pronounced in the same way in all the languages of the world and it is often used to indicate a specific pattern of any product.

You can find it in different colors but it remains always the same because it is a thought, an idea.
CAMO is not just “fashion” but an idea and a reality with a specific identity so to be recognized in any element.

Have a peek at the look book here.

Photo & text Copyright CAMO.