You’ve made several sets of Plurimus wear and all those were sold out on the site. Please tell advantages and disadvantages of your business model and working by prepaid sales only.
Working the way I do has basically only advantages from my point of view. First of all, I keep total control of my project, the way it’s presented, communicated and sold. It allows me to keep it exclusive. Furthermore, I don’t have any financial stress and this helps me develop the project in a relaxed and stress-free way. When there is no financial stress, it is much easier to make the right decisions and avoid mistakes.
What is the main pride for you as Plurimus owner and designer? Concept, fabrics, technologies, design?
My main pride is actually being able to develop Plurimus without having to play by the rules of the fashion industry. Being free to decide what, when and even how. Being able to put my Passion ahead of all other priorities. This is my main pride. I’m also very happy that my designs are appreciated by a growing number of people and that the concept behind Plurimus is getting communicated by word of mouth by the customers, which are in many cases more real supporters of the brand than simple customers.
Are you going to sell your products through retailers?
Since Plurimus was presented two years ago, the idea has always been the one to sell it directly, mainly to keep full control of it as I previously said. The issue with selling through retailers has always been that, at the end of the day, you risk finding yourself in a niche market where your brand and it’s retailers are competing and that is obviously not good. It takes time for a new brand to be able to create the right awareness in the market. Having said that, I have been receiving interest from some high-end retailers and that is very flattery. I am currently working on a formula through which I can collaborate with some of these top retailers on some specific Plurimus projects/limited editions, without ending up competing against them. In my opinion, it must be something that can benefit both parties, or it is not going to work. We will see.
What way are you going to evolve the brand? Do you have long-term plan?
I will keep doing what I have been doing so far, “if it isn’t broken don’t fix it” as they say! Seriously, things have been working really well over these two years and I don’t see why I should be changing a formula that works so well. I normally have plans for the next 2-3 Plurimus releases, not a real long-term plan. And this makes things more exciting for me actually. I like to keep Plurimus a very “free” creative space.
Plurimus is a small company and you have to do a lot of things by yourself. Do you face a problem of lack of time or any skills sometimes? And how do you solve it?
I do my best to work with very professional, dedicated people. Sometimes not everything goes as planned but I am convinced that you can always find a solution to problems, if you work hard and are 100% committed to your project.
Usually designers draw inspiration from some beautiful or unique or archive pieces. What inspires you? Music, sports, adventures?
I do have an archive of vintage garments, mostly military. But I take inspiration form everything I see in everyday life, books, movies, comics… anything.
Please tell about vintage garments you have. Where do you find them and what is your favorite piece?
Nowadays is much easier to collect military garments, I have bought many of these on the web but of course I have much more fun visiting flea markets and army supplies. I would not rate them as exclusive, just pieces that caught my eye and actually “spoke” to me. I don’t have a particular favorite piece.
You love military style in menswear. But speaking about iconic military pieces what of them could you note as your favorites and why?
My favorite Jacket has always been the M-65 Field Jacket, I just love it and if I only could choose one jacket to take with me anywhere, it would be it. It has big pockets, it looks good with anything and it is comfortable to wear.
You tell you take inspiration from comics. Marvel or DC? And explain how comics can inspire you. Is this about story, heroes or mood?
I have always been a Marvel person, although I must admit that I was impressed by some DC works through the years. I don’t read comics anymore these days, but I did for a long time, first as a kid and then as a way to practice English. My favorite Artist has always been Jack Kirby, he is the Massimo Osti of comics to me.
I know you respect Massimo Osti. Do you know any designer of nowadays which is so mad about fabrics and technologies?
To say I respect Massimo Osti would really be an understatement. I don’t think there is anyone like him nor I think there will ever be another Massimo Osti. There are a few great Designers out there but in my opinion, it’s about not only the fabrics, the garment dyeing techniques or the design. It’s about the Passion that Massimo managed to channel into his creations. It’s like Poetry to me. Clothes with a soul. You can’t learn that at a Design School, no matter how good you are.
You live in Bologna. What three things must I do if I visit this city one day?
I was born and bred here in Bologna, a great place where to live in my opinion. If you are here for one day only I would recommend a stroll in the medieval city center, a taste of the local food (specially Tagliatelle with Bolognese sauce, not spaghetti mind!) and mingle with the locals in the old market district in the center, which is very lively from 7-8 PM on. If you are here on a Sunday, a Football or Basketball game is also recommended!