VIA PIAVE 33 is a brand for the future, operating in the present. Inspired by the human being, it’s in constant change and adaptation through the curation of a lifestyle-based universe of commodities, from clothes to objects, from personal habits to collective experiential rituals. VIA PIAVE 33 promotes respect and equality for humans, animals, and nature, investigating technology and primitivism with the mission of redesigning the world through bridging nature and technology, as the contemporary human being lives in between these two dimensions.

VIA PIAVE 33 started as an artistic project in 2020. There was no desire to be a brand. The only desire was to communicate what we were interested in and what mattered to us. The first project we worked on is entitled Nice To Read You, an analysis of the digital identity of Milan-based youth and their lives between the physical and digital dimensions. Passport-like portraits and conversations via forms were at the core of the project, to get data on people’s physical details, and digital habits to create their digital passports and curate a study on the human, contemporary being. We have always been drawn to create a bridge between nature and technology keeping the human being at the centre of this quest.

The first product came out almost immediately, a purification kit to take off the sort of digital mask worn by individuals. The kit is composed of an organic soap bar, a towel, and a skincare bottle. A year later, in 2022, we started designing clothing items. The first prototypes were all conceived and produced in cotton fabrics. Our garments are an expanded study of the contemporary being. Colors are always inspired by nature, in harmony with nature. Sustainability and respect for both humans and nature is an intrinsic element of all we create. Without meaning it, we created a sustainable universe open to diversity. We work closely with a Padova-based workshop in the Italian region of Veneto and always produce very limited series on a made-to-order regime to create as little waste as possible. We also use dead stock to put in the system as little as possible. Last but not least, we define ourselves as a lifestyle brand. We aim to position ourselves uniquely and not be enclosed into the fashion system, also because we don’t follow the narrow canons of fashion imposing the production of pre-collections and seasonal collections.

The space we inhabit every day is where we work and turns into our showroom sometimes. VIA PIAVE 33 physical space is meant to be a hybrid. VIA PIAVE 33 it’s an address, the place where this all started. We want to communicate the idea of a home that shows our identity, through our objects, and our aesthetics. Home is a characterisable space where individuals negotiate constantly what and whom to be surrounded by. The act of choosing and shaping the space is a ritual of meditation, self-care, and self-exploration. Food is also an important element that takes part in our universe of curated objects. Thus, curating products is the core of what we do rethinking the ordinary and exploring the emotional ties bounding humans to objects that are beautiful, yet essentially needed. These can be ephemeral objects too, like soap, or oil.