WE ARE PRESENT
Maison Ròde aims to create a line of fine products, such as clothes and fashion accessories, by recovering waste materials such as inner tubes, offcuts of quality fabrics and other items salvaged from flea markets, and putting them to a different use than usual. Increasingly, there is a demand for daily sustainability, through which one can express one’s personal taste. With this project, the intention is to arrive at unique articles, as they are made from different materials and finished differently according to each case. Creativity is the only way to discover how anything can be decontextualised and thus appear totally different in people’s eyes. The aim is to generate, using waste materials, usable products with an innovative concept of aesthetics.
The basic idea is that resources are finite and the Earth is crying out for help. That is why we are intent on using materials with marginal, no or negative utility, in order to create products with a high added value given by craftsmanship and craftsmanship.
While on the one hand there is the desire to construct fashion and design objects that capture the public’s attention and desire, on the other hand there is a preponderant need to bring a product to life by recovering unusual material and to demonstrate that an Italian, original and trend-breaking artefact can be created from it. The aim is to perpetuate its value over time, thus placing it in a new concept of luxury understood as difference and a return to simplicity, as the pursuit of quality of life, so as not to compromise the health of the environment. Maison Ròde relies on a strong communicative impact and a highly recognisable style, as well as traceable to very precise values; because whoever buys a Ròde product is aware of having made an aesthetic and ethical choice at the same time.
Another dormant but fundamental value that is close to our hearts and typical of the craftsman is ‘slowness’. It is understood in its noblest sense. The path that leads to the final result is confronted with time, attention to detail and at the same time the valorisation of flaws and imperfections that bear witness to the authenticity and uniqueness of what is to be offered. We quote writer Zadie Smith on this subject, “All over the world, people are beginning to understand the revolutionary nature of micro, small size and slow. Of making something with your own hands. Of taking your time. Of living on a human scale. These are all ways of reclaiming our capabilities as human beings in a world that often sees us exclusively as producers or consumers.”
We aim for a sustainable life, to be understood as an alternative to the consumerism that has preceded our days, leading to the current difficult historical transition.
Mission and vision
The historical period demands daily sustainability, where one can express one’s personal taste; so with Maison Ròde we try to give an ethical value to our aesthetics. Creativity is the only way to discover how anything can be decontextualised and thus appear totally different in people’s eyes. We like to add elegance to our products to emphasise the paradox of using what for most is waste, making it valuable.
Our inspiration derives from the perfect combination of respect for nature belonging to the context in which we live and artisanal luxury: it is not understood as excess but as uniqueness, innovation and green ethics, imbued with aesthetic and emotional values.
The luxury we understand means distinction, renewal: an attitude that brings attraction to what is outside the norm, because it is aware of its own freedom of choice. Luxury comes from the Latin lux, meaning light, a term that recalls creativity and life. Its meaning can also translate to difference, innovation and the breaking of overly shared canons. Luxury as understood by the Maison and its user is a conscious decision, the best for one’s own pleasure, for one’s own well-being and for the global one.
Maison Ròde espouses the vision of a critical fashion, in the constructive sense of the term, recovering the small artisan economy that favours not mass-produced items but limited edition ‘on-demand’ productions, capable of ensuring an environmentally and socially responsible production chain.
We address people who love to stand out, but who are attentive to human and environmental ethics, and who appreciate the uniqueness of Made in Italy products and their eco-sustainability. People who are curious and do not conform to the masses, informed, attentive to changes and social issues, with an idea of elegance and style that is independent of current trends. At the same time, they are interested in fashion as an artistic and personal expression. Theirs is a ‘sensory’ purchase, as it involves one’s emotions when faced with the unprecedented, but also a conscious one as they are motivated by the brand’s philosophy. They are only willing to spend if there is real motivation, but above all if the object is characterised by a specific style. The main factors influencing the purchase decision are: creativity, uniqueness, but above all the quality and durability of the product.