MAGAZINE February 22nd, 2021

AAA/UNBRANDED Interview

 

 Mario Innocente has always had a passion for design and objects. So, after a life in marketing and advertising, he founded in 2017 aaa/Unbranded, with the mission of making unconventional products. Not importable things but particular objects that as a starting point can always express a concept. Behind each product wants to be a reasoning, aesthetic, functional, and intrinsic quality not flaunted. Today Mario and his team work to make aaa/Unbranded become a lifestyle brand.

The manifesto tells the project well. Can you explain?

"Assembled around aesthetics implies assembling concepts from different worlds around aesthetics. Fashion or not fashion, design or not design, it's the aesthetics that counts. Aesthetics has to do more than with image, with the senses. We try to create a few objects that can bring sensations. A world of sensations: from clothing to perfumes to stationery. Let's say we are a brand devoted to a measured lifestyle, which brings together different categories of products by collaborating with companies that specialize in that field." 

How do you approach the topic of sustainability?

"We try to be in balance with nature, without extremism. Cowhide is less impactful than plastic material, being a by-product of the food industry. Plus, today, unlike many years ago, it is water-tanned without chemicals. Our hides come from Montebello (RI), others from Tuscany. We never have leathers made to our design because they require minimal production, so you risk stocking up and producing garbage. We prefer instead to use what has already been produced. We have a preference for black and dusty colors. They are inspired by the world of home design, especially the vases by Paola Paronetto. We're in contact with them because we'd also like to make bathroom accessories, particularly soap dishes for solid shampoo." 

Are your products always an expression of Made in Italy?

"Almost always. We have a couple of Budapest leather goods because the designer comes from there, and I'm happy with the companies we found. They do quality work."

 What are you presenting at White? What are the pieces through which you plan to become recognizable?

"I present footwear, leather goods, and cosmetics. The structure of all the products remains in the catalog. Every year we make 2/3 models to season. Now, the model that people like the most is the derby with a round toe and squared sole." 

If you had to think big?

"I would like to create the European Muji, on 7 March we will come out with watches, then with a perfume made in Grasse because for 400 years it has been the iconic place for this type of product. We like to research companies that specialize in the excellent production of an item and start collaborations. I want to reconfirm that behind every object as in design, there is a reasoning that needs time to mature when it is ready, we launch it, and no matter what time of year."

 

 

 

 

 

 

 

 

OTHER ARTICLES

PROGETTO QUID Interview
Discover more →

  Progetto Quid is a sustainable ethical fashion brand: it is an all around project. It encompasses environmental, social and financial sustainability. The founder Anna Fiscale tells us about it. ...

See more →
MAISON FLANEUR Interview
Discover more →

  How and when was Maison Flaneur born? It was born on December 1, 2015, from my technical knowledge, acquired after years of experi...

See more →
BENEVIERRE Interview
Discover more →

  Based on the cornerstones of Italian culture: craftsmanship and tailoring. The brand's goal is to have the broadest vision of the present to create something that can characterize the future. The Benevierre projec...

See more →
FRANCESCA BASSI Interview
Discover more →

  Francesca Bassi, a design company based in Como, is seeking to develop product research and packaging by means of an analysis of social media and European expansion.  ...

See more →
SUMMER 2021 JEWELRY TRENDS: romatic and minimalist, made for every look
Discover more →

Rings, bracelets, earrings and necklaces made of gold, bronze and silver. Jewels are much more than accessories, they can play with symbols, messages and materials, recreating and redesigning them to take them beyond the symbolic m...

See more →
THE VISIONARY & PROVOCATIVE TALENT OF VIVIENNE WESTWOOD
Discover more →

Presenting at WHITE a revolutionary vision blending male and female worlds

See more →
Maurizio Miri - the tailor who dresses souls
Discover more →

Maurizio Miri's intuition roots back to his youth, when his father managed the first family store in their house’garage. That was the time when Maurizio started to gain awareness about garments value and the emotions they provok...

See more →