“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.

CAMO Country Collections Spring/Summer 2011

“Country” as Land, Nation, Countryside
and also Traditions and Origins.
This collection tells about the tight link between who we are
and where we come from: the Motherland
as language, civilization and customs.
A deep look to our roots to follow our
nature and become what we are.

CAMO Country Collections Spring/Summer 2011 by Stefano Ughetti draws inspiration from 2 sources: first, the Italian film “L’albero degli zoccoli” by Ermanno Olmi and, second, from studying books like “Lassù gli ultimi” and “Fame d’erba” by Gianfranco Bini.

Photo & slideshow 2011 s/s “Country”collection Copyright Camo.

Camo at Capsule, New York

Although I had posted on him and corresponded with him numerous times, another designer that I met at the Capsule Show this week was Stefano Ughetti.

Born 1974 to a line of artists in Biella, Italy, Stefano completed his education and went on to work in an interior design company in 1995 and home design firm in 2000.

After launching his own menswear store in 2005, he finally founded his own line Camo in 2007. Camo is the abbreviation of “camouflage” and is an elegant casual male clothing brand.

Elegant casual male clothing brand, relative to north-european inspiration and italian substance, You can find it in different colours but it remains always the same because it is a thought, an idea.

“My purpose for creating Camo was not to dress people, but to put them in touch with what they wear. People have to be camouflaged in their society inside the rules of them but they still want to communicate themselves so this is my purpose for Camo.”

Click here for the 2011 spring/summer Country Collection.

Photo & slideshow 2011 s/s “Country”collection Copyright Camo.

The “Circus Collection” by Camo

Last year in an article entitled Camo—a Uncrypted Twist to the Hidden Meaning of Menswear, I introduced you to a novel line of menswear that is tucked away amongst the picturesque foothills of the Italian Alps.

The designer, Stefano Ughetti, named the label Camo after a shortened version of “camouflage.” His aim was not military but rather to draw from choice materials that carry specific messages and symbols which can display our deepest intents to the world around us.

For autumn/winter 2010, Camo invites us back in time to the spectacular days of big tents and clowns, jugglers and acrobats—to a world of fantasy and entertainment for all.

If you find that you have a little clown within you, or you thrive on the thrill of a tightrope, then the “Circus Collection” is for you.

“Circus Collection” autumn/winter 2010—a variety show of stupefying pieces from times passed.



Photos & slideshow Copyright Camo.