CAMO

WGSN - Menswear Team, 26 January 2012 - Camo

2012-02-08T09:04:00.000-08:00

click the pics to read

from wgsn

PITTI IMMAGINE - 10-13 january 12

2012-02-06T07:38:00.000-08:00

Click to view the video

from pittiimmagine.com

SILKANDSCISSOR - Intervista a Stefano Ughetti di CAMO

2012-02-02T07:21:00.000-08:00

Camo come camouflage: in che modo i tuoi abiti si mimetizzano su chi li indossa?

“CAMO è l’abbreviazione di “camouflage”, che significa mascherato, mimetizzato.

Lo scopo non e’ vestire le persone , ma farle comunicare con ciò che indossano.

E’ pronunciato ugualmente in tutte le lingue del mondo ed è spesso utilizzato per indicare un determinato pattern di qualsivoglia prodotto.

CAMO non vuole essere solo un concetto “moda” ma bensì un pensiero, un gusto, una realtà con un’identità ben precisa da poter essere riconosciuta in qualsiasi elemento.”

La zona del biellese è ricca, o meglio, lo era, di aziende tessili e maglifici. Come vedi la situazione del made in Italy nella tua zona?

“Tutta la linea CAMO è totalmente di produzione Made in Italy, sia per i materiali, sia per la confezione. Perchè questo è il mio Paese di origine e con i miei capi voglio comunicare il mio pensiero.

Nelle zone del Biellese e non solo, ho ricercato diversi laboratori di cui la maggior parte a conduzione familiare e specializzati in un’unica tipologia di prodotto. Con essi ho costruito un rapporto di fiducia e di scambio di idee.

Il prodotto non viene “dettato”, ma creato insieme, discutendo tutti i dettagli da me proposti. Paragonandomi allo chef di un ristorante, mi piace pensare di attingere dall’orticello dietro casa tutti i prodotti che vi possono essere senza cercarne altri che non nascono lì.”

I tuoi prodotti sembrano usciti dall’armadio di un personaggio esistente, vivo. Come sei riuscito a dargli un’anima?

“Non provenendo da nessuna scuola di design e non avendo nessuna esperienza nel settore moda, ho dapprima aperto un concept store, che ho chiamato Superstar (giugno 2005) e successivamente, solo due anni dopo, ho cominciato a creare la mia linea d’abbigliamento che ho chiamato CAMO. Nel farlo ho usato un modo del tutto personale rappresentando con la collezione un’idea ben precisa. Tutto ciò è possibile grazie all’identità che i miei capi trasmettono. E’ possibile copiare un colore o un dettaglio, ma non è possibile copiare l’anima di un prodotto, è questo che li rende unici.”

I modelli dei tuoi cataloghi non sono assolutamente convenzionali; secondo quale criterio li hai scelti?
“I modelli come gli attori di un film non devono essere belli ma devono trasmettere l’emozione raccontata nella collezione.
Fino ad oggi ho scelto esclusivamente amici che si sono resi disponibili e che sono cosi’ entrati a far parte del progetto.”

Dove possiamo trovare la tua collezione?
“Presto sarà disponibile un onlineshop gestito direttamente dalla nostra struttura e che proporrà a breve la collezione estiva intitolata “River”, ma non solo: al momento in Italia serviamo più di sessanta punti vendita ed almeno altrettanti all’estero toccando tutte le principali capitali e città d’Europa e del mondo.”

C’è posto per gli stilisti emergenti o è sempre più difficile farsi strada e mantenersi con un lavoro così creativo?
“Semplicemente credo che sia importante cogliere tutte le occasioni che ci possono far crescere. Nel mio caso per esempio, con il primo concorso, il “LOUNGE FAST” di Parigi , a cui ho partecipato e vinto, ho avuto la possibilità di esporre la collezione FW09 “Waves Collection” durante l’edizione della medesima manifestazione nel gennaio 2009; è così che è iniziato il successo internazionale del mio prodotto. Successivamente, dopo aver tentato già alla prima edizione ma senza successo, ho partecipato al celebre concorso “Who is on Next?” organizzato da Pitti Uomo, Altaroma e Vogue, giungendo tra i quattro finalisti per nuovi talenti del pret-à-porter maschile. Grazie a questo ho ottenuto un’enorme attenzione sulla mia linea che veniva presentata durante il concorso nel padiglione Touch! all’edizione Pitti Uomo 78°.”

from silkandscissor.com

WAD MAG - BREAKING NEWS - Camo Casino FW12

2012-02-02T07:07:00.000-08:00

La collection FW12 Camo Casino nous donne furieusement envie d’aller faire un poker avec des mecs dandy dans une grande maison à la campagne. En attendant l’hiver prochain, voilà un aperçu du lookbook!

Camo Casino’s new collection makes us want to go play poker with dandy guys in a big country house. While waiting for next Winter, check out the cookbook!

from wadmag.com

THE SELECTISM - CAMO (Italy) Autumn/Winter 2012 – Full Looks

2012-01-31T03:22:00.000-08:00

Slightly early, we know, for a full look, but Italy’s CAMO could not resist sharing. As we mentioned from Pitti, the new CAMO collection works around the “Casino” theme based around those all important chips.

CAMO’s “Casino Collection” asks for you to “bet on yourself.” The four main colors of casino chips influence more than 100 garments in the collection – their largest collection yet. Be it a card game inside your home, pub, or casino, CAMO reminds us that risk is important.

from selectism.com

HYPEBEAST - Camo 2012 Fall/Winter "Casinò Collection"

2012-01-30T05:53:00.000-08:00

Italian brand Camo have unveiled a stylish menswear collection dubbed “Casino” for Fall/Winter 2012. Each piece is crafted with the utmost care that creates a mysterious and private aesthetic. Asking for wearers to “bet on themselves,” the four main colors of casino chips influence more than 100 garments in the collection. The result is a collection as exciting as hitting a five game parlay in Las Vegas.

from hypebeast.com

JOU JOU VILLEROY - Interview#2_Camo_Play By The Rules

2012-01-30T05:48:00.000-08:00

Betting and believe in themselves, take risks to succeed in achieving their dreams, just like the one started five years ago by Stefano Ughetti, one of the creators of the brand made in Italy Camo, which presents at Pitti Immagine 81 the tenth series Casinò Collection. After the early hours which will be placed in the game?

Scommettere e credere in se stessi, rischiare per riuscire a realizzare i propri sogni, proprio come quello iniziato cinque anni fa da Stefano Ughetti, uno dei creatori del brand made in Italy Camo, che presenta in questa edizione del Pitti immagine 81 la decima collezione Casinò Collection. Superata la fase iniziale ora quale posta ci sarà in gioco?

from you joujouvilleroy.com

CAMO - Fashion Week Paris - Camo Casinò Collection F/W 12 Performance

2012-01-27T03:05:00.000-08:00

Camo Casinò Collection F/W 12 Performance

Paris

22 - 01 - 12

5 Rue Sainte Anastase

RFREIZEIT - 5 итальянских марок на Pitti Uomo

2012-01-27T02:11:00.000-08:00

Cовершенно новая для нас марка CAMO представила весьма интересную коллекцию. Нам удалось пообщаться с дизайнером CAMO, Стефано Угетти, который рассказал об истории молодого бренда, а также о том, что каждая коллекция носит определенное название, в котором и заключен смысл линейки. К примеру, коллекция Осень/Зима 2012 называется «Casino», как выразился сам дизайнер ему хотелось передать настроение и образ азартных людей. Летняя коллекция, которая совсем скоро появится в магазинах, наоборот, носит название «River», она более спокойная и отсылает к настроению человека, который наблюдает за течением жизни также, как за течением спокойной реки.

from freizeit.ru

STYLE BUBBLE - Itty Bitty Pitti A/W 13-12 - Camo

2012-01-27T01:05:00.000-08:00

Why are most trades hows formulaic and stale? Because they don't normally have the kind of space that Pitti Uomo gets to cover at the Fortezza de Basso, where in open space, designers can just set up a guerilla installation in an instant. Camo's very elegant gamblers started a game of poker at sunset. Steve will be dissecting all the details of the label's A/W 13-12 collection in the next few days.

Long johns get colourful with the strangely named Chic Appeal collection by the traditional Italian sock company DePio. The name does induce the cringe, but the socks are beautiful and I'm definitely convinced by the layers of warming knitted leggings, shorts and socks.

from style bubble.co.uk

CAMO - Live Performance Of Camo Casinò Collection

2012-01-18T08:23:00.000-08:00

FIRENZE

YOU ARE INVITED

TO A LIVE PERFORMANCE OF CAMO CASINÒ COLLECTION WEDNESDAY 11 JANUARY, AT 15.00 PM

GIARDINO DELLA FORTEZZA PITTI IMMAGINE UOMO

PARIS

LIVE PERFORMANCE OF CAMO CASINÒ COLLECTION SUNDAY 22 JANUARY, AT 19.00 PM GALERIE LUC BERTHIER

5 RUE SAINTE-ANASTASE

ASPECTS OF COOL - Camo Fall/Winter 2012 Collection

2012-01-18T02:53:00.000-08:00

From Italian label Camo comes an early look at their Fall 2012 collection. The casino theme of the lookbook is very fitting for the collection as the goods are featured in more muted tones that have this mysterious and private demeanor to them. “Our advice is to bet in yourself and to gamble your right card. Everyone has to be a rounder in own life, taking all the risks to success about family, job and love.

from aspectsofcool.com

WAX WANE - Dispatches From (capusle): Camo

2012-01-18T02:22:00.000-08:00

Camo is infamous for their Annual Poker Game, a spectacle in the center of all the action at Pitti Uomo in which four models sit around a poker table, dressed in all Camo and play a few hands of poker. This demonstration is not only a really smart way to show off a collection, in a plaza surrounded by photographers, but also embodies the playful spirit that defines the brand. Camo’s Autumn/Winter 2012 line, titled the Casino Collection thrives off the details. Designer Stefano Ughetti utilizes elongated collars, contrast piping and other small design tweaks to place the distinct Camo stamp onto classic garments.

For me, the standouts from this diverse collection were the items that pulled strongest from Italian influences. Belted Cardigans in a variety of patterns brought the classic casual Italian style to the forefront of the collection. Ughetti was wearing a navy version that showed how the cardigan drapes to just the right length to appear comfortable, without bordering on femininity.

The double breasted sportcoat seems to be a staple in nearly every collection this year, but Camo modified their version to really separate it from the sea of other DB’s. Constructed in a deep blue hue, Camo’s double breasted appears almost as a workwear interpretation of this timeless garment. The two by two buttoning style and shorter cut add to the distinct appeal of this sport coat.

Turtlenecks are notorious for being suffocatingly stiff, but Camo’s version is anything but. The contrast collar and ribbing break up the typical monotony that characterizes most turtlenecks.

from wax-wane.com

wearethemarket.com

THIS HEARTS ON FIRE - Camo Fall/Winter 2012

2012-01-18T02:02:00.000-08:00

Check out the Fall/Winter 2012 collection from Italian menswar line CAMO.

True Italian style is the cultivated appearance of effortlessness. Sprezzatura, they call it. But this studied casualness isn’t just for riding bikes down Milanese back streets. Sometimes sprezzatura needs a little time in nature. Based in Biella, in the foothills of the Alps, Camo utilizes local craft and fabrics to combine Italian aesthetics with rugged wearability.

Check out the Fall/Winter 2012 menswear line from CAMO in the look book images below. For more information and images, check out CAMO‘s official brand site.

from thisheartsonfire.com

THE SELECTISM - Pitti – CAMO “Casino Collection” Autumn/Winter 2012

2012-01-16T06:57:00.000-08:00

We have discussed the CAMO brand for seasons now. The young Italian fashion line, which happens to have no retail presence in the United States, delivers their finnest collection yet for Autumn/Winter 2012. Their “Casino Collection” asks for you to “bet on yourself.” The four main colors of casino chips influence more than 100 garments in the collection – their largest collection yet. Be it a card game inside your home, pub, or casino, CAMO reminds us that risk is important.

Here’s a view from their annual open air card game in the heart of Giardino Della Fortezza where Pitti is held. What we havent shown you is their hat work with Barbisio. We’ll share it shortly.

Photography: Jeff Carvalho

from selectism.com

UNTITLEDV - PITTI immagine 81^ _ Camo fall/winter 2012/2013 _ reportage

2012-01-16T06:50:00.000-08:00

Nella sezione Touch! ho incontrato Stefano Ughetti e il Team di Camo al completo, brand made in italy originario di Biella. Mi hanno presentato al collezione "Casinò" per l'autunno/inverno 2012-2013, che viene collocata in un istante di tempo idefinito nel passato dove i protagonisti si incontrano nel tavolo verde e richiano: la vita, il lavoro, le relazioni sociali, la loro immagine, l'amore etc. Rischiare è la parola chiave per la stagione invernale 2012-2013, che si articola all'interno dei capi classici e delle nuove proposte del brand. Ho apprezzato la collezione per lo stile pulito e i tagli particolari, ma soprattutto per i dettagli e i tessuti ricercati usati da Stefano Ughetti. A breve il Lookbook e i fit dei singoli capi di cui vi ho postato solo un assaggio.

from untitled.com

FRIZZI FRIZZI - Pitti | Camo preview

2012-01-16T06:43:00.000-08:00

Dall’acqua santa al demone più infido.

Dopo la spirituale Soul Collection Camo passa dall’altra parte della barricata e si butta sul gioco d’azzardo (di gran attualità, tra l’altro: popolo di scommettitori, illusi e truffatori che non siamo altro) con la Casinò Collection.

Le atmosfere – decisamente più vicine a quelle de La Stangata che non a Casino di Scorsese (con gli sgargianti abbinamenti camicia+giacca di De Niro), al viaggio psichedelico di Paura e Delirio a Las Vegas (pure lì le camicie a fantasia non scherzavano) o al più “leccato” Ocean 11 - ti portano in club privati per soli uomini (o quasi: ce n’è anche per la donna, ma non ti anticipo niente fino al post con tutta la collezione), aria fumosa e bicchieri sempre mezzi pieni, tavoli da poker e da biliardo e attorno eccentrici viveurs disposti a giocarsi tutto in una puntata, scaramanticamente ossessionati dai piccoli dettagli che, tradotti in abbigliamento e traslati nel 2012/13, significano chicche come il fermacravatta incorporato nella camicia, “polsini” ai pantaloni al posto di orlo e risvolto, gilet da pescatore che vanno benissimo pure per le fiches.

from frizzifrizzi.it

RUGGEDMAN - Pitti – CAMO “Casino Collection” Autumn/Winter 2012

2012-01-16T06:26:00.000-08:00

Here’s a view from their annual open air card game in the heart of Giardino Della Fortezza where Pitti is held. What we havent shown you is their hat work with Barbisio. We’ll share it shortly.

Photography: Jeff Carvalho/Selectism.com

from ruggedman.collected.info

REAL NOB - Best of Pitti Uomo 81 - Camo

2012-01-16T06:11:00.000-08:00

Camo Casinò Collection F/W 2012-13

from realnob.com

PORHOMME - Camo-fallwinter-2012-Casino-Collection

2012-01-16T06:07:00.000-08:00

www.porhomme.com

WATM - CAMO Collection S/S 2012

2012-01-16T06:03:00.000-08:00

CAMO est une jeune marque créée par l’italien Stefano Ughetti en 2011. Abréviation de camouflage, la marque ce veut être un concept d’art de vivre mais également un concept de vêtement fait main. Un style classique mais innovant avec des modèles variés et un large choix de coloris du meilleur gout. Voilà un bref aperçu de ce qui ferra parti de la collection printemps/été 2012.

from wearethemascotte.fr

TAYANDHERGAY - Camo

2012-01-16T05:47:00.000-08:00

Camo is an italian brand whose designer is Stefano Ughetti.

Elegant, but easy to wear with strong expressive lines, colors and materials.

I appreciate how tailoring can still be modern and expressive.

The research in colors and fabrics comes from nature and the italian experience in this field.

The designer says he is designing for a person and he wants to celebrate his or hers personality.

I really like the outfits and the classic style, still fresh and contemporary.

From tayandhergay.com

MORGAN - X-FACTOR - Gilet Camo

2011-12-20T01:58:00.000-08:00

Morgan - Gilet Camo

from factor.sky.it

REAL NOB - The Noble Garden - Camo

2011-12-14T01:57:00.000-08:00

Arcadia, paradiso perduto, luogo d’elezione di amori destinato al piacere. Il giardino, che nel Settecento era scenario privilegiato per sollecitare emozioni e racconti romanzeschi, diventa oggi teatro di mode e passioni.

Nell’appena trascorsa primavera-estate 2011, D&G ha imbandito un pic-nic all’aria aperta, con giovani dell’upper class deliziati da una primaverile déjeuner sur l’herbe. Ma per le stagioni a seguire sono propriamente i giardinieri, floricoltori e orticoltori, i proprietari terrieri o, più in generale, gli amanti della natura a sfoggiare il loro savoir-faire.

La salopette viene scelta da Junya Watanabe e Bespoken, che fanno intravedere un mondo rustico votato alla fatica e alla praticità, tuttavia segnato da un’inconfondibile eleganza di stampo inglese. Dello stesso ramo anche Jeremy Scott, che fa sbocciare un atletico garzone che solletica la pruderie dei benpensanti, come il genuino guardiacaccia ne L’amante di Lady Chatterley. Invece Thom Browne realizza una versione più dark della salopette, da scienziato steampunk. Attenti ad un sapere enciclopedico JW Anderson per Topman Lens e Marlon Gobel, che riportano una lussureggiante vegetazione sui tessuti. Stefano Ughetti per CAMO fa letteralmente dell’acqua e della natura del biellese la sua fonte d’ispirazione, con una fedeltà quasi fotografica. Infine Riccardo Tisci per Givenchy guarda ai tropici e viene sedotto dai petali della strelizia, pattern delle sue stampe.

Percorrendo medesimi sentieri, a settembre è stato pubblicato "Il giardino nobile”, edito da Electa con Acqua di Parma, 13 esempi d‘eccellenza che rappresentano il sinonimo del giardino italiano. E se vi mancano i ferri del mestiere, questa è la chiave per creare il vostro mondo incantato: www.princejardinier.com

Article: Leonardo Iuffrida

Translation: Alessandro Mancarella

from realnob.com

REAL NOB - Prophets of Male Fashion - Camo

2011-12-14T01:48:00.000-08:00

Ispirati da una musa che li invita a diffondere il verbo, i designer del nuovo millennio stanno riscrivendo codici e comandamenti dell’abbigliamento maschile. Non solo una rivoluzione nei tagli e nelle forme, ma una ricerca spirituale che attraverso l’abito vuole giungere ad una verità intima e assoluta.

Avvolti nelle nebbie e nel caos cittadino fanno la loro comparsa i monaci oscuri di Julius, Gareth Pugh e Rick Owens, insieme agli Amish iper raffinati di Dior Homme. Riflessivi e introspettivi i dottori dell’anima di Camo. Immersi in un brodo primordiale di istinti sotterranei e latenti i guerrieri tribali di Qasimi. Il dogma è il rigorosissimo nero, legato al culto del grigio e delle sue sfumature. Invece di colore e ironia si vestono gli sciamani di Walter Van Beirendonck, i quali, sulle orme dell’artista Joseph Beuys, sono accessoriati di monili metallici e acconciature ad antenne, per captare le vibrazioni di un'energia cosmica e ancestrale.

Nonostante la pluralità di tendenze, l’obiettivo rimane il medesimo: una comunione collettiva e una connessione col tutto che sia globale ed extrasensoriale. Come il web.

Article: Leonardo Iuffrida

Translation: Alessandro Mancarella

from realnob.com

2nd SNAP - Camo.

2011-11-17T01:43:00.000-08:00

from 2ndsnap

L'UOMO VOGUE - FASHION GUIDE - Fall Winter 2011/12 - Camo.

2011-11-17T01:32:00.000-08:00

from vogue fashionguide

ARCADE 44 - Paris 2011 - Camo - Original Video

2011-11-17T01:15:00.000-08:00

The starting point, as explained by Camo designer Stefano Ughetti, is expression. The rest is realized as an appreciation for nature, a sharp approach to tailoring, and a celebration of the wearer’s personality. The Italian designer walks us through his spring 2012 collection. Take us to the river, Stephano!

from arcade44.tv

WE ARE THE MARKET -The Modern Tailors – Part 2: Stefano Ughetti, CAMO, Italy

2011-10-27T07:37:00.000-07:00

The Italian countryside is as integral to the CAMO aesthetic as the label’s dapper cuts and fashion forward silhouettes. Designer Stefano Ughetti creates CAMO for men and women using fabrics, dyes, and trimmings all sourced from the verdant hills of his native Italy. All of CAMO is produced by local master craftsmen and tailors just south of the Alps in the ancient town of Biella, Italy. Stefano was kind enough to chat with us about the growing interest in modern day tailoring and craftsmanship.

WATM: By now it’s fairly obvious there has been a recent surge in demand for neo-traditional menswear. Why do you think people are looking for tailored goods right now?

SU: Neo-traditional menswear is becoming popular because it reflects the outlook of current society. It looks at the past fondly when things were more simple–life as well as clothes. But today this has to be transformed in a modern way.

WATM: Local production is part of the CAMO agenda and is essentially in the label’s DNA. Could you tell us more about your production process?

SU: All CAMO products are made entirely in Italy, both the fabrics and the production. I searched for little laboratories not only in the Biellese area but beyond it as well. They are usually family-owned businesses and specialize in a very unique products. This way the manufacturing is on a very high level and I can develop a special way of working with them based on a useful exchange of views. The product is not dictated but, rather, is created by discussing all of the details that I propose.

WATM: Why is local production so important to you?

SU: Local production is very important for me because it’s decisive for quality work. I am referring to my company/brand as if it were a restaurant. I would order best local product and I would farm my kitchen garden, but, if in my country there are no pineapples, NO pineapples on my menu, either.

WATM: Do you think the consumer cares about where something is made?

SU: Not really. But this is very important for who makes and sees the product. When I make an item in my country I give it more identity. This item will have more credibility and impact. This is a choice that, I believe will be successful.

WATM: Who do you consider a style icon? Is there a man whose style you admire or are inspired by?

SU: All the guys/girls born before 1950. Since when I was kid I was inspired by my father. I really think he had a good style, classic and elegant.

from wearethemarket.com

CAMO S/S WOMAN COLLECTION 2012

2011-10-14T06:07:00.000-07:00

Joyfull Creative's - A Day : River by CAMO.

2011-10-14T05:52:00.000-07:00

Here's the first video report of Joyful Creative's new project called A Day, A new kind of webdocumentary with a social and artistic screening experience. Its aim is to motivate young entreprenors, artists, designers and entertainers to reach their goals and make their dreams come true.

Camo is an italian, Bielle-based fashion brand founded by Stefano Ughetti. The italian fashion designer talks about the mens River collection for the summer 2012. Enjoy this peacefull and eco friendly mood Ughetti and Joyfull Creative want to share through the video report.

More infos at [CamoFactory.com].

Directed by Joyfull Creative's founder Oswald Fouda.

From left to right : Curtis, Stefano Ughetti and Oswald Fouda.

from werunthetown.com

CAMO - WOMAN RIVER COLLECTION - TEMPORARY SHOWROOM - FROM 30 SEPTEMBER TO 5 OCTOBER 2011 - GALERIE LUC BERTHIER PARIS

2011-09-28T02:29:00.000-07:00

GALERIE LUC BERTHIER 5 RUE SAINTE-ANASTASE, PARIS.

LA RINASCENTE - MILANO - Nuovo spazio Camo

2011-09-28T02:14:00.000-07:00

LA RINASCENTE

Milano,

Piazza Duomo,

Primo Piano.

ENRICO GRIGOLETTI - CAMO

2011-09-19T06:10:00.000-07:00

Enrico Grigoletti wears Camo

ESSENTIAL HOMME - WHIMSICAL YOUTH

2011-09-19T05:58:00.000-07:00

Turtleneck by Salvatore Ferragamo

Pants by Camo

Jacket by Cerruti 1881

Polo by Bottega Veneta

Pants by Camo

Shoes by Dolce & Gabbana

from essential homme

CAMO

2011-09-08T06:58:00.000-07:00

click the pics to read

Visit us at

Milano

Piazza Duomo

La Rinascente

Primo Piano

camofactory.com

VOGUE TALENTS - Camo

2011-09-02T09:55:00.000-07:00

click the pics to read

MONOCLE - Winter warmers Biella - Camo

2011-09-01T07:52:00.000-07:00

Drawing on Italian heritage in craftsmanship, Stefano Ughetti started his menswear label in 2007.
issue 46 . volume 05 . September 2011

from monocle.com

JJJJOUND - Camo Performance S/S 2012 - Pitti Immagine Uomo

2011-08-31T01:15:00.000-07:00

from jjjjound.com

JOYFUL CREATIVE - Itw CAMO S/s 2012 mens collection preview

2011-08-25T03:13:00.000-07:00

A day, is the first intern project of Joyful Creative.

Stefano Ughetti is a founder and designer of CAMO brand's from Italy, they are based at Bielle. We met him and his team during the last Paris fashion week (Juin 2011). He talks about of his 2012 spring/summer collection.

Photography by Theo DeGueltz

Sound design by Midori

from joyfulcreative

PELLE + - Finalisti del Concorso di Design PELLE + - CAMO

2011-08-18T08:07:00.000-07:00

click the pics to read

CAMO TRA I FINALISTI DEL CONCORSO INTERNAZIONALE DI DESIGN PELLE +

from pellealvegetale.it

STUDIO - Da Biella, Mecca dei filati italiani una proposta neo-sartoriale

2011-08-02T08:59:00.000-07:00

Click the pics to read
from studio

A CULTIVATED MIND SET - Camo | Spring/Summer “River” 2012 Collection | Preview

2011-08-02T06:09:00.000-07:00

As part of Camo‘s Spring/Summer “River” 2012 collection, the Italian label grabs their inspiration from the Cero river in Italy and how waterways work aesthetically and functionally just like their clothes. The new collection has a promising lineup and is sure to be one collection to keep your eye on for 2012. Stay tuned.

Hit the flip for a closer look

from acultivatedmindset.com

THIS HEARTS ON FIRE - Camo River Spring/Summer 2012

2011-08-02T06:03:00.000-07:00

A new collection from Italian luxe menswear line Camo.

True Italian style is the cultivated appearance of effortlessness. Sprezzatura, they call it. But this studied casualness isn’t just for riding bikes down Milanese back streets. Sometimes sprezzatura needs a little time in nature.

That’s where the Spring/Summer 2012 collection from Camo comes in. Based in Biella, in the foothills of the Alps, Camo utilizes local craft and fabrics to combine Italian aesthetics with rugged wearability. Perhaps that’s why these models look so good hiking up mossy hills and posing near waterfalls. The tailored suit jackets, slightly high-waisted pants, detailed knit polo shirts, and wide-brimmed felt hats are stylish enough to wear around town but can also survive a weekend in the country — ideal for an active sprezzatura lifestyle.

Check out the full collection after the click. For more info, check out Camo‘s official brand site and their Facebook fan page.

from thisheartsonfire.com

MENSFASHION BY FRANCESCO - Camo River Collection Spring/Summer 2012

2011-08-02T05:55:00.000-07:00

The Camo “River” collection is inspired by the river “Cervo.” It runs across the valley, into the Biellese area.

The river, just as human life, has a winding and articulated way.

It has its birth, in this case, from the lake “Lago della Vecchia”, then it goes through small villages and cities ending its course by jumping into the sea.

The flow, as a simbol of life; for us the river “Cervo” is as important as any other river , torrent, or stream.

from mensfashionbyfrancesco.net

WHITEBOARD JOURNAL - (Capsule) New York

2011-08-02T05:50:00.000-07:00

(Capsule) New York is a great showcase for participating brands to show their fresh ideas, craftsmanship, and innovation. Many interesting pieces are presented with very unique and conceptual themes. Some brands play a lot with crazy, striking color combination, eye-watering patterns, and well-executed tailoring. Meanwhile, the rest of the designers keep it clean and subtle.

Monitaly, a California-based clothing company, steals the show the minute people walk into the building with two dandy Japanese men in blinding geometric suits. Another appealing collection is from Biella, Italy. Camo’s Stephano Ughetti with the “River” Collection, featuring khaki, greys, and greens to create a sporty casual look while maintaining a very Italian aesthetic. An additional highlight from the show is a local brand, Scout Original’s Big Apple 1940s Camo Coat that is a playful homage to New York, taking a vintage military jacket and adding leather and a playful pattern of bitten apples.

In the shoe department, there is a range from Rivieras leisure shoes to the deadly snake patterned Yuketen boots. Moreover, Grenson and Mark McNairy New Amsterdam are still offering their modern touch of traditional English shoes, but with more color and chunky, edgy soles. It has become apparent that the new trend for this coming season will incorporate animal patterns, surprising colors, and funky retakes of classic shapes.

from whiteboardjournal.com

COMPLEX - The 5 Emerging Brands You Need To Know From (capsule) New York

2011-08-02T05:43:00.000-07:00

Camo
SEASON: Spring/Summer 2012

Italian brand Camo collection was inspired by the Cervo river in Italy and clearly reflects the fisherman aesthetic.

from complex.com

SSM LOOK - Camo S/S 2012

2011-07-26T01:15:00.000-07:00

Camo è un brand italiano che nasce nel 2007, il suo quartier generale ha sede a Biella. I cui paesaggi sembrano pienamente ispirare l'intera collezione primavera/estate 2012, nonché al lookbook. Lo stile di Camo lega l'eleganza allo stare immersi nella natura, a voler dimostrare che lo stile non è solo ed unicamente cittadino. I cappelli a falde larghe, i gilet, ma anche gli stessi cardigan riportano le nostri menti a stili atavici, prettamente legati al mondo contadino e a quello della caccia. Proprio per questo i modelli appaiono nel proprio contesto naturale con i capi che indossano. E sicuramente nel contesto urbano contribuiscono a dare quel tocco di originalità in più all'eleganza ormai troppo immobile su canoni classici.

from ssmlook.com

WE ARE THE MARKET - First Look: Camo S/S 2012

2011-07-23T08:23:00.000-07:00

We are very pleased to present your first look at cult Italian brand Camo’s S/S 2012 collection. The “River” Collection draws inspiration from the river “Cero” in Italy and one glance at the lookbook makes it obvious how important the idea of waterways was to the collection aesthetically and functionally. We can’t wait to see everything in person come (capsule) Paris.

from wearethemarket.com

WE ARE THE MARKET - (capsule) New York: Camo S/S 2012

2011-07-23T08:00:00.000-07:00

We previewed Camo’s “River” collection for S/S 2012 a while back and were extremely excited to see it in person at (capsule) New York. All the gear is extremely functional and the detailing is on point as usual. Despite the fact that S/S 2012 is inspired by an outdoors lifestyle on the water the clothes still look incredibly stylish.

from wearethemarket.com

THEFADER - Camo’s Green Acres Overalls

2011-07-22T09:41:00.000-07:00

Style Salvage has the skinny on Camo, an Italian brand whose subtle, Green Acres style almost slipped by us in the overwrought madness of Pitti Uomo. Sometimes you need to take a break from the fast-paced fashion calamity of 2011 and enjoy a country sojourn like this. It would’ve been a big mistake to miss these perfect overalls. Whether you’re rural, urban or somewhere in between, that pocket looks big enough to hold chicken feed for the farm and your iPod on the subway.

from thefader.com

HYPE BEAST - A Conversation with Stefano Ughetti of CAMO

2011-07-22T09:09:00.000-07:00

When Italian designer Stefano Ughetti decided to launch his own clothing label back in 2007, the intent was not to simply dress men. Rather, he sought to create a label that would put men in touch with what they want to wear, allowing them to stand out and showcase their individuality despite the varying restrictions or expectations that might be placed upon them by society. This unique design philosophy resulted in the birth of CAMO, a clothing line that truly celebrates classic Italian heritage and craftsmanship. From fabrics and materials to manufacturing and production, all aspects of the label are done locally in the small town of Biella, Italy where the label is based. We caught up with Ughetti at (capsule) New York to discuss the collection.

Tell us a little about the upcoming collection for Spring/Summer 2012. What was the basis or inspiration behind it?
The SS12 collection is inspired by the river Cervo (in Northwest Italy) which runs across the valley and into the Biellese area. The river, just as with human life, has a winding and articulated way. It has its birth (in this case, from Lago della Vecchia) then it goes through small villages and cities ending its course by jumping into the sea. This flow is a symbol of life. For us, the river Cervo is as important as any other river, torrent or stream.

You’ve mentioned before that you only like to use materials and fabrics that have been sourced from local factories and suppliers around the town of Biella. Why is this so important for you?
All CAMO products are made entirely in Italy, both the fabrics and the production. I searched for little laboratories not only in the Biellese area but beyond it as well. They are usually family-owned businesses and specialize in a very unique product typology, this way the manufacturing is characterized on a very high level and I can develop a special way of working with them based on a useful exchange of views. The product is not dictated but, rather, is created by discussing all of the details that I propose.

Before launching CAMO back in 2007 you owned a menswear concept store called Superstar. What motivated you to start your own clothing line? Did you feel there was something missing in the menswear market?
I started CAMO because my want to communicate was not completely satisfied by the concept store. Plus, I considered it to be more interesting relating with a global market and not only with a little one like the one in Biella where I still work and live today.

One of the brand’s philosophies is to help men dress in a manner that makes them feel more comfortable and at one with the clothing. Is this something you think most men struggle with?
I think that people have to express themselves. Men and women have to be more braver and more dignified. The only advice, really, is to dress up with the same freedom you have when you are at home, to be free to move, and to show yourself.

Last year, CAMO was nominated for the Who’s On Next award at Pitti Uomo which showcases some of Italy’s most promising up-and-coming menswear talents. How have things changed for the brand as a result of this nomination?
All of the concourses I took part in were very useful, but not decisive. I’ve never thought that my success could depend entirely upon a competition, so it’s very important for me to take all the opportunities presented.

What plans are in store for the label over the coming months?
We’ve just begun a relationship with (upscale Italian department store) LaRinascente in Milan starting with our Fall/Winter 2011 “Soul Collection.”

from hypebeast.com

WAD MAG - Breaking news - Camo inspired by the river

2011-07-18T06:21:00.000-07:00

Camo inspired by the river
C’est à partir de la rivière (Cervo, en loccurence) que Camo puise son inspiration pour sa nouvelle collection. Taillée pour un dandy en vadrouille, cette dernière illustre un chic sans effort, n’oubliant rien du confort nécessaire en toutes circonstances. Une collection qui donne envie de partir à l’aventure !

This year, Camo’s new collection draws its inspiration from the Cervo river atmosphere. Made to suit a travelling dandy's way of life, this new collection portrays an effortless elegance while still trying to make clothes comfortable enough to undergo any type of situation. It will definitely make you want to travel.

from wadmag.com

DETAILS - Italian Style Goes for a Hike: Camo's Spring/Summer 2012 Lookbook

2011-07-14T05:58:00.000-07:00

True Italian style is the cultivated appearance of effortlessness. Sprezzatura, they call it. But this studied casualness isn't just for riding bikes down Milanese back streets or posing for The Sartorialist. Sometimes sprezzatura needs a little time in nature. That's where the spring/summer 2012 lookbook from Stefano Ughetti's Camo comes in. Based in Biella, in the foothills of the Alps, Camo utilizes local craft and fabrics to combine Italian aesthetics with rugged wearability. Perhaps that's why these models look so good hiking up mossy hills and posing near waterfalls. The tailored suit jackets, slightly high-waisted pants, detailed knit polo shirts, and wide-brimmed felt hats are stylish enough to wear around town but can also survive a weekend in the country—ideal for an active sprezzatura lifestyle.

By Tania Jachens

from details.com

JOUJOU VILLEROY - Firenze Diary June 2011

2011-07-12T05:42:00.000-07:00

Pitti People with an Italian style and Mook for Camo

from joujouvilleroy.com

JOUJOU VILLEROY - Camo S/S12. River Collection

2011-07-11T05:51:00.000-07:00

I am back to school and i open a book of philosophy, which only i understand the meaning over the years, i read between the lines about the aphorisms of Heraclitus "Panta Rei os potamos" translated "Everything Flows" , taken from the treatise "Sulla Natura", which identifies the thought of the philosopher with the theme of becoming. And this is the concept that extends the theme of the brand made in Italy Camo for the Spring/ Summer 2012 collection, River to the fact, that leaves a gray winter and a religious inner contemplation to walks along the river, contemplating the nature that is around us and its beauty, such as the location for the summer shoot , by SodaStudio, Il Lago Della Vecchia and the Cervo river, which crosses the area of Biella, home "nature" where does the collection, symbol of strong roots. Stream that symbolically underscores the intricacies faced by man in his everyday life, then that leads into a symbol of life. An important message for a mature collection aware of the inexorable law of passing time and its changing; faced leaving traces of themselves with their garments and their style of life ... because "Everything changes and nothing remains still .... and ... you cannot step twice into the same stream" "We both step and do not step in the same rivers. We are and are not." Click on Read More to see the whole collection.

from joujouvilleroy.com

WGSN - S/S 12 Pitti Uomo Exhibitor Highlights

2011-07-07T08:53:00.000-07:00

Click the pics to read

from wgsn.com

NEO RETRO - Camo SS 2012

2011-07-01T01:47:00.000-07:00

from neoretro.com

FRIZZI FRIZZI - Pitti | Camo

2011-06-27T07:46:00.000-07:00

Il torrente che scorre in mezzo alla valle e si porta via i pensieri, ti rinfresca nelle giornate troppo calde, ti siedi sulle sue rive e guardi il mondo nel quale sei cresciuto. Conosci a memoria i nomi dei paesi tutt’attorno, che a chi viene da fuori sembrano bizzarri, ma a te no. Su quel torrente ci sei andato a pescare – che ti sembrava di essere in quella poesia di Carver, com’è che faceva?

Ho sempre desiderato far colazione / con trota di ruscello.
D’un tratto, scopro un nuovo sentiero / per arrivare alla cascata.
Allora m’affretto. / Svegliati,
dice mia moglie, / stai sognando.
Ma quando provo ad alzarmi, / la casa s’inclina.
Chi è che sogna? / E’ mezzogiorno, mi dice.
Le scarpe nuove mi aspettano alla porta, / lucide a specchio.

Il Cervo, che inizia a scorrere dal Lago della Vecchia (la conosci la storia della vecchia? C’era questa ragazza che viveva lì vicino, ed un giovane guerriero che si innamorò di lei. Dovevano sposarsi lì sul lago. Una pietra avrebbe fatto da altare. Ma il giorno del matrimonio lui non arrivò. Le dissero che era stato ucciso, che il suo corpo era nel bosco. E allora la ragazza lo fece seppellire in fondo al lago e rimase lì per tutta la vita, vicino al suo amore, soltanto un orso a farle compagnia. E quando anche lei morì, fu seppellita accanto al giovane guerriero) e va giù, passando per tutto il Biellese, una lingua verde e blu in mezzo al grigio delle rocce.

E un giorno, lo sapevi, la forza di quel fiume t’avrebbe ispirato una collezione. I volti degli abitanti della valle si sarebbero trasformati in linee e tessuti. L’orgoglio in resistenza, i sogni in morbidezza, gli sguardi seri in libertà. E l’acqua e le rocce sarebbero diventati i colori di quegl’abiti.
Quel giorno è arrivato e quel mondo, ora, sta tutto dentro alla collezione SS2012 di Camo.
Un’ode al Biellese, alle sue genti, alla natura e al lavoro, per un giovane marchio che ormai da qualche collezione punta tutto sul concetto di chilometro zero (prendi una mappa e fai un cerchio attorno alla zona di Biella: il mondo di Camo è lì, dall’idea alla lavorazione, dalle materie prime ai set dei lookbooks).

from frizzifrizzi.it

WE ARE SO GOOD TOGETHER - Camo 2012 tavasz/nyár

2011-06-27T02:55:00.000-07:00

Az olasz Camo 2012-es tavaszi/nyári kollekcióját Stefano Ughetti tervezte a “Cervo” folyó által inspirálva. A képek témája a vidéki pihenés, a horgászat. A visszafogott színvilágú, klasszikus és tökéletes szabású ruhák tradicionális olasz anyagokból készültek.

from wearesogoodtogether.hu

UNTITLED DV - Camo spring/summer 2012

2011-06-26T06:57:00.000-07:00

Camo per la primavera/estate 2012 presenta la sua collezione River all'80^ Pitti Uomo. Una collezione classica ma allo stesso tempo innovativa e giovane; Lo stile richiama il torrente e la zona ad esso assestante; colori come verde, blu e grigio evocano uno stile italiano senza tempo. A mio parere la bravura di Stefano Ughetti e del suo team è di proporre capi classimi ma mai banali, rivisitandoli a proprio gusto.

from untitleddv.com

ONE EIGHT NINE - Camo Spring/Summer 2012 “River” Collection Lookbook

2011-06-24T08:26:00.000-07:00

Camo always interest me and it’s usually around the same time that they release their lookbook to go alongside each collection, this one being for spring/summer 2012. I’m intrigued by the photography and the general theming as it comes across as very masculine but at the same time quite theatrical. Something you don’t see all that often.

This collection titled “River” presents us with different gentlemen in the “great outdoors”, for example one fishing and the other reading by the bank with his feet in the water. My favourite has to be the above image which I thought ticked all the boxes, the coat, bag, and hat pretty much convey the aesthetic for this collection.

We saw a sneak peek of this collection at Pitti Uomo but it wont be unveiled until Capsule in Paris. So until then, scroll down for more.

from oneeightnine.com

STREET FSN - Camo

2011-06-24T08:14:00.000-07:00

from streetfsn.com

FANTASTIC MRM - Pitti Camo s/s 12 presentation

2011-06-24T08:06:00.000-07:00

Pitti Camo, one of the collections opening Milan Men’s SS12 Fashion week, popped bottles and started the shuffle that is menswear! They opted for a presentation rather than a runway show and aimed to show well dressed men in a natural habitat…boozing and playin. #fantastic

from fantasticmrm.com

GQ - Tommy Ton's Street Style: Pitti Uomo

2011-06-24T07:44:00.000-07:00

from gq.com

THE STREET FASHION 5XPRO - CAMO PERFORMANCE IN PITTI

2011-06-24T07:12:00.000-07:00

from thestreetfashion5xpro.com

L'ESKIMO - l'eskimo pensiero: Pitti, indipendenti italiani, Stefano Ughetti, CAMO

2011-06-24T06:52:00.001-07:00

from l'eskimo.com

CAMO - TEMPORARY SHOWROOM - PARIS

2011-06-24T06:16:00.000-07:00

YOU ARE INVITED TO A PRESENTATION OF

CAMO RIVER COLLECTION S/S 12

FROM 24 TO 29 JUNE 2011

GALERIE LUC BERTHIER

5 RUE SAINTE-ANASTASE

PARIS

HYPE BEAST - Camo 2012 Spring/Summer Collection

2011-06-21T01:20:00.000-07:00

Italian brand Camo presents its Spring/Summer 2012 lookbook. Known for their ultra-Italian aesthetic, the brand (which has garnered a bit of a cult following over the last few years) is based in Biella – a region of Northern Italy famous for its fabric mills. Inspired by the river “Cero,” Camo’s latest collection includes brand staples such as perfectly askew tailored suiting, lightweight patterned scarves, knit polo shirts and a felt, wide-brimmed hat. The full collection will be unveiled soon at (capsule) Paris.

From hypebeast.com

IL BIELLESE - Quattro giovanissimi di successo

2011-06-21T01:16:00.000-07:00

Click the pics to read

VOGUE - Impressioni da Firenze - TALENTS

2011-06-20T09:18:00.000-07:00

From vogue.it

5TH STREET BAKERY - Camo SS12 Presentation in Pitti Uomo

2011-06-20T09:13:00.000-07:00

Fashion in Florence this week has been on point and there have been a lot of interesting shots emerging from both the streets and catwalks. To add to these we have a little stunt by the brand Camo, who have been emerging slowly for a while now. Becoming ever more popular, their collection last year even made it on to Topman, hows that for exposure. Yesterday in Florence however, they excelled themselves in terms of promotion by staging a little picnic in the middle of the action. It wasn't your average picnic and there were no flip flops, instead just Camo's most elegant pieces and a group of seemingly sophisticated young men. They proceeded to crack out bottles of champagne and butter a couple of crackers, it definitely caused a scene and brought a lot of attention to the brand in a positive way.

From 5thstreetbakery.com

URBAN GEAR - Pitti | Camo Spring/Summer 2012 Presentation

2011-06-20T09:08:00.001-07:00

More of a mob-style presentation, the CAMO models took up shop in the main square at Pitti with their Spring/Summer 2012 looks. A bit out of the ordinary. The models set up a table, poured some wine, played card, and received some serious attention.

More looks at Highsnobiety.

From urbangear.com

2 DOSES A DAY - CAMO SPRING/SUMMER 2012 COLLECTION PRESENTATION

2011-06-20T09:02:00.000-07:00

Since the Pitti Uomo trade show has began, we’ve seen many interesting presentations. Camo is no exception when it came to their presentation. Four guys sat at a table, while playing cards and drinking red wine while wearing the latest garments from the collection in the middle of the tradeshow.

From 2dosesaday.com

URBAN GEAR - Camo Spring/Summer 2012 Collection

2011-06-20T08:57:00.000-07:00

This short look at the Camo Spring/Summer 2012 Collection makes for welcoming news, with the Italian label taking on board a strong outdoor theme. The “River” collection draws inspiration from the river “Cero” in Italy, and combines this with a strong idea of tailoring and refined styling.

From urbangear.com

STYLE SAVAGE - An eye on Pitti... Camo SS12

2011-06-20T08:33:00.000-07:00

Back in June last year I was fortunate enough to bounce around the menswear tradeshow theme park that is Pitti Uomo and have over the last twelve months reported back and kept a keen eye on designer discoveries. It was here where I first came across on of my real highlights, Camo. Inspired by the country that surrounds him and through using fabrics made in North West Italy, designer Stefano Ughetti celebrates his heritage while supporting local industry and Italian craftsmanship. Despite not being at Pitti myself this season, I did have my own roving reporter in Susie and following an impromptu picnic in the Florentine sunshine she was soon as enamoured with the Italian label as I am...

What I love about Camo is the importance that Ughetti's region has on his designs. Its objective is not just to dress people, but to put them in touch with what they wear. Each season it takes its inspiration, textiles, craftsmanship and colour palette from the local countryside. There is an authentic narrative throughout. In the collection that won my affections back in June last year, the designer explored the roots of Biellese farmers and shepherds living a simple and proud life for SS11. The following season, rather than look to its inhabitants he took inspiration from a spiritual and cultural institution, the Oropa Sanctuary. Here, the SS12 collection is inspired by the river Cervo which runs from Lago della Vecchia across the valley into the Biellese area. For this collection, as the ones before, all the fabrics and yarns are from manufactures and mills located in the vicinity of Biella. The flow of the river, is a symbol of life for Ughetti and it is the very lifeblood of the collection. Even each hue of the collection has been carefully matched with nature's palette. The designer has followed the river as it winds and articulates its path across his beloved region to help create a collection that reflects it wonderfully. There is a happy union of aesthetics, function and nature and the look book captures this beautifully. The following stream of images will do far more than my words possibly could...

From stylesavage.com

WAD MAG - "River" Camo collection

2011-06-20T07:59:00.000-07:00

The s/s 2012 collection of the cult italian brand Camo is named "River" tribute to the river "Cervo" which cross the Biella's valley in Italia.

Pieces are harmonius , Straight cuts, classic style but relaxing, esthetic and functional.

Perfect for a fishing week end, you are not going to like a boorish fisher man from the middle of the Creuse!

From wadmag.com

HIGHSNOBIETY - Camo Spring/Summer 2012 Presentation

2011-06-20T07:49:00.000-07:00

During our second day at Pitti, we came across a fun presentation by Italian brand Camo. In the middle of the tradeshow, a couple of guys, outfitted with the new Camo Spring/Summer 2012 Collection, set up a table, got out some wine and started playing cards. It was unexpected, fun and more importantly, attracted a lot of attention.

Photography: Highsnobiety

From highsnobiety.com

ECO DI BIELLA - "Camo ", dal Cervo alla Senna

2011-06-20T07:39:00.000-07:00

Click the pics to read

SELECTISM - Camo “The River” Collection for Spring/Summer 2012 » camo-spring-summer-2012-8

2011-06-20T06:55:00.000-07:00

Beating most of the men’s market shows to the punch, WATM showcases looks from Italy’s CAMO line – their Spring/Summer 2012 collection. While early, it is a preview look at what to expect next year. “The “River” Collection draws inspiration from the river “Cervo” in Italy and one glance at the lookbook makes it obvious how important the idea of waterways was to the collection aesthetically and functionally.” Looks like we’re still fishing! We’ll bring more macro looks during the market weeks.

From selectism.com

CONTEMPORARY STANDARD - Un giorno con Stefano Ughetti

2011-06-20T06:30:00.000-07:00

Partendo dal presupposto che l’ambiente che ci sta intorno ha l’incredibile capacità di plasmarci, di indirizzarci e di influenzarci – e viceversa – risulta sensata l’idea di conoscere meglio una persona attraverso il territorio a cui è più legato.Soprattutto quando il legame di cui sopra si rivela un impareggiabile alleato nello sviluppo dei propri affari.E Camo, nella persona di Stefano Ughetti e del suo team, ha saputo cogliere gli stimoli, le opportunità ed i partner presenti sua realtà, quella della piccola provincia di Biella, trasformandoli in un’idea vincente.Per questo, e perché comunque Stefano rimane un ottimo amico, abbiamo deciso di vivere una giornata assieme a lui ed alla squadra che ruota intorno al marchio mettendo da parte il registratore e ponendoci come attenti osservatori degli spazi a cui ci hanno dato l’opportunità di accedere.Un viaggio in tre tappe che ha sullo sfondo le montagne del biellese e la colonna sonora del torrente Cervo, da dove tutto è iniziato e dove la collezione SS2012 andrà a chiudere il cerchio.Se fosse un film sarebbe banalmente In Mezzo Scorre Il Fiume.

Banale ma tagliato su misura, come un abito.

Prima tappa – Superstar

Prima di Camo c’era Superstar. E c’è ancora.Aprire un concept store ante litteram a Biella è stata una scommessa. Vinta con difficoltà, sacrifici e compromessi – che sono ufficialmente imprescindibili all’interno del mercato italiano – ma comunque vinta. La necessità di evolversi e di colmare alcuni gap ha portato alla nascita di Camo.

Superstar c’è ancora, come quartier generale di Camo, come spazio che si divide tra show-room, ufficio, magazzino e flagship in divenire.

Seconda tappa – Fondazione Pistoletto

Per una persona nata e cresciuta in provincia, una realtà come Fondazione Pistoletto all’interno di una piccola suburbia come Biella potrebbe risultare quantomeno fuori luogo. Per chi vive la città invece, LA Fondazione rimane un organo vitale per la vita culturale di Biella. E delle città limitrofe pergiunta.
Se americani e giapponesi non sono una novità in paese lo si deve alla famiglia Pistoletto ed al respiro internazionale che sono riusciti a donare a Biella.
Con Fondazione Pistoletto, Camo ha intrapreso un interessante progetto che mette d’accordo moda e sostenibilità.

Terza tappa – Cappellificio Cervo

Il torrente Cervo nasce dalle Alpi Biellesi e si snoda per circa 65 Km attraverso tutta la città.

O meglio la città nasce attorno al torrente, motore per le diversee aziende – soprattutto tessili – che verso la fine del diciannovesimo secolo iniziano a fiorire intorno agli argini del torrente.

Il cappellificio Cervo nasce nel 1897 e da allora è riuscito nella faraonica impresa di mantenere intatta gran parte della struttura e, incredibilmente, dei macchinari.Il profumo che si respira all’interno è genuino, come genuini rimangono i processi di filatura del feltro.

Come per Fondazione Pistoletto, il nesso con il Cappellificio Cervo c’è e sarà evidente a partire dalla collezione Spring Summer 2012 intitolata River Collection e dedicata all’anima di un territorio.

From contemporarystandard.com

AL FEMMINILE - Camo

2011-06-20T03:22:00.000-07:00

Il marchio di Biella, Camo propone un originale poncho in maglia.

From alfemminile.com

僕のｱﾚ

2011-06-20T03:18:00.000-07:00

Stefano Ughetti

From 僕のｱﾚ

POR HOMME - Pitti 2011 | Camo Spring/Summer 2012 Presentation

2011-06-20T03:09:00.000-07:00

Italian label Camo had a great presentation on day 2 of Pitti as they decided to dress a few guys in Camo, set up a table, and let them enjoy some wine and some card games. Beyond the creative approach, the product for Spring 2012 is looking great, with plenty of well-fitting suits and the like. (via Highsnobiety)

From porhomme.com

SLAMXHYPE - Camo Spring/Summer 2012 Collection Presentation

2011-06-20T03:03:00.000-07:00

Day two of the Pitti Uomo Trade Show in Florence has seen a really cool presentation by Italian brand Camo. The presentation was made up of four guys, kitted out in the new Camo Spring/Summer 2012 Collection, playing cards and drinking red wine in the middle of the tradeshow.

From slamxhype.com

WAIT - Live from Pitti Immagine 80 - Camo

2011-06-20T02:51:00.000-07:00

Camo, uno dei brand italiani più in ascesa a livello internazionale, è un amico che andiamo a trovare sempre volentieri. Stefano Ughetti e il suo team come al solito hanno una bella storia da raccontarci: il mood e l’ispirazione della collezione. Questa volta è ispirata al torrente Cervo, dove è stato fatto il bellissimo shooting del brand. Ma tutti in fondo hanno un torrente o un fiume a cui sono legati. Fiume tortuoso come metafora di un’ esistenza, con la nascita, la fine, i tratti calmi e le cascate. Tutto questo per parlare di un brand che è sempre più completo, con una collezione interamente pensata e studiata in italia. I colori sono proprio quelli del fiume: scelti dopo fotografie e studi su tutti i colori e i toni del ambiente che circonda il torrente… dal verde, al grigio dei sassi, all’azzurro. Una collezione bella e con la sua identità. Non mancano i classici pantaloni, anche nella versione a cavallo basso e pattine in stile militare, i bei cardigan in maglieria, ci sono trench, tante giacche e accessori in pelle degni di nota. Una collezione che va vista e noi vi diamo qualche immagine, che speriamo renda un po’ l’idea.

From waitfashion.com

SELECTISM - Pitti | Camo Cerruti Bag for Spring/Summer 2012

2011-06-20T02:43:00.000-07:00

We know you’ve probably seen Camo’s lookbook by now, but an up close and personal look doesn’t hurt. Also, they informed us of their latest collaboration, teaming with Cerruti for a coat (featured after the leap). There’s also a fetching hat involved.

From selectism.com

LA STAMPA 25 maggio 2011 - L'arte di "camuffarsi" diventa una griffe.

2011-06-11T08:41:00.000-07:00

CLICK PICS TO READ

WE ARE THE MARKET - First Look: Camo S/S 2012

2011-06-09T07:15:00.000-07:00

We are very pleased to present your first look at cult Italian brand Camo's S/S 2012 collection. The “River” Collection draws inspiration from the river “Cervo” in Italy and one glance at the lookbook makes it obvious how important the idea of waterways was to the collection aesthetically and functionally. We can’t wait to see everything in person come (capsule) Paris.

From we are the market

GQ MAGAZINE UK - CAMO Cult Italian brands you need to buy

2011-05-20T07:19:00.000-07:00

"New to ASOS for S/S'11, the brand itself is effortlessly stylish, featuring laidback tailoring, a muted colour palette and '50s Italia styling, epitomising the brand's ethos. The key story of the collection is the trousers with their slightly high waist and relaxed silhouette. The CAMO blazer however is a personal favourite, with its subtle curved hem and uncomplicated fit, perfect for summer and as a transitional piece back to the autumn months." (James Barron, Head of Buying, ASOS)

from gq magazine uk

ELLE Magazine - John Nollet - Camo Trousers

2011-04-28T06:06:00.000-07:00

From elle magazine

Catalogo United Arrows, The Brand Close up

2011-04-28T05:48:00.000-07:00

Click the pics to read

TELEGRAPH - Look sharp in Camo

2011-04-09T01:26:00.000-07:00

The latest Italian menswear brand to catch our attention, plus a new take on Banksy and Harrods' latest addition.

Ciao, Biella The Italian brand Camo is made in Biella, a town in Piedmont famous for its wool production. Local craft, manufacture and fabrics are fundamental to this brand, as is celebrating and supporting the heritage and industry of the region. The owner and designer Stefano Ughetti brings a theatrical air to his men's fashion collections - a circus-inspired dropped-crotch trouser or a colourful fleck in the wool. Single-button blazer, £299, Pioppo waistcoat, £120, Vento trousers, £125, sold through Asos .

From telegraph

P.COMUNICAZIONE PRESSDAY

2011-03-26T02:46:00.000-07:00

Giuliano Fujiwara

Moi Multiple

Saidi blu

Marco De Vincenzo

Lafrè

Alessia Crea

Camo

To Long Nam

Soy Joy

-------------

Mercoledì 30

10 - 18.30

Via Malpighi 3

Milano

REALNOB - focus on: CAMO Fall/Winter 2011-12 - Pitti Uomo 79

2011-03-25T07:34:00.000-07:00

Stefano Ughetti

Abbiamo avuto il piacere di fare qualche domanda a Stefano Ughetti, direttore creativo di Camo, durante la 79a edizione di Pitti Uomo a Firenze. Lo abbiamo già conosciuto nella stagione precedente (vedi l'intervista). In questa occasione ci racconterà le novità che ha in serbo per il prossimo inverno.

Illustraci la collezione A/I 2011-12.
E’ la collezione dell’anima. Vogliamo invitare le persone a prendersi il proprio tempo e a sfruttare positivamente l’inverno, una stagione in cui le persone sono più introspettive, per pensare, leggere, passeggiare, viaggiare con la mente, dedicarsi allo spirito. I colori utilizzati sono semplici, sobri e derivano dai muri dei monasteri.

Ti sei lasciato ispirare da una zona particolare?
Ogni volta che ideo una collezione mi piace immaginarla in un luogo fisico reale. In questo caso è stata Oropa, una città di passaggio tra il Piemonte e la Valle d’Aosta, che divenne famosa perché dava ristoro e accoglienza ai viandanti. Oggi è conosciuta per il suo santuario, ma è un luogo che si trova tra il sacro e il profano perché è anche una meta turistica per chi non è credente e cerca tra le montagne e la natura un luogo di raccoglimento. Per questo è stata la location ideale per scattare le nostre foto. Comunque credo che chiunque possa avere un luogo simile nella propria città o dove è nato, ovviamente cambierà per forma e colore, ma rappresenterà la medesima cosa.

Come si riflette questa spiritualità nel servizio fotografico che presenta la collezione?
Senza toccare direttamente l’ambito religioso, abbiamo voluto che l’atmosfera richiamasse qualcosa di mistico. Il nostro modello può essere visto come un prete, un mormone, un predicatore, ma la definizione più appropriata è dottore dell’anima, perché l’anima è di tutti, qualsiasi sia il nostro credo. Inoltre ho immaginato il modello davanti ad un camino con un libro o mentre passeggiava in mezzo alla ghiaia, in un momento di pausa in cui si decide cosa fare.

Parlaci della mantellina.
Ho visitato quanto più potevo luoghi che avessero a che fare con la meditazione e la riflessione. Così ho parlato con un prete, sono stato in un monastero, ho fatto parecchie letture sull’argomento e nella mia mente si è venuto a creare un repertorio di immagini che includeva anche questo piccolo poncho.

Maglieria con cuciture esterne a vista. Perché?
Abbiamo dato enfasi ad un aspetto che di solito viene nascosto. Ma quando qualcosa è fatto bene non c’è problema che si veda, anzi può diventare un dettaglio di stile.

Abbiamo notato una t-shirt con taschino centrale.
E’ un particolare nato nella collezione “Horses”. Qualcuno potrebbe vedere troppa diversità tra una stagione all’altra di Camo, invece le forme ed i tagli seguono delle regole ben precise che vengono mantenute e danno continuità. La nostra identità viene camuffata, la rendiamo “camo” a seconda del pensiero che vogliamo comunicare. Altri esempi sono i cardigan. Uno è figlio della collezione “Country” di questa estate e l’altro della collezione “Circus”.

C’è una persona, un attore o un artista che può rappresentare lo spirito Camo?
C’è un homeless che incontro spesso quando vado in showroom. Rimango sempre esterrefatto quando lo vedo. Se non lo si vedesse seduto sul marciapiede, ma su un salotto elegante o sopra uno yacht, sarebbe la persona più espressiva ed elegante del mondo. Ha uno stile molto semplice, ineguagliabile, con una naturalezza che è disarmante. Se lo portassi a Pitti sarebbe la persona più fotografata di tutta la fiera.

Nob è il nome del nostro blog. Cosa vuol dire essere nobili oggi?
Eccellenza, semplicità ed educazione.

Text by Leonardo Iuffrida
Translation by Alessandro Mancarella
Photos by Leonardo Iuffrida & Alessandro Mancarella
Ad Campaign courtesy of Camo

Info: www.camofactory.com

We interviewed Stefano Ughetti, the creative director of Camo, during Pitti Uomo 79 in Florence. We had the pleasure to meet him for the first time in the previous edition (here the link). In this occasion he will tell us what to expect next winter.

Tell us more about your F/W 2011-12 collection.
It is the soul collection. We want to invite people to take their time and to make use of the winter, which is an introspective season, to think, read, wander, travel with their minds and dedicate to their inner feelings. The employed colours are simple, sober and they derive from monasteries’ walls.

Did you take inspiration from a particular area?
Each time I ideate a collection I visualize it in a real and existent place. In this case it has been Oropa, which is a small city between Piemonte and Valle d’Aosta, famous in the past as a refreshment stall for passers-by. Nowadays it is known for its sanctuary, but it is also a holiday destination for those who don’t believe in God and look for a peaceful locality among mountains and nature. A place divided between the sacred and the profane, the ideal location where to take our photos. Anyway I think that a place like this can be found in every city, it will surely differ for shapes and colours, but it will represent the same thing.

How did you represent this spirituality in the collection’s photo shoot?
We wanted to summon up a mystical atmosphere, without touching directly the religious sphere. Our model can be seen as a priest, a Mormon, a preacher, but the most appropriate definition is soul doctor, because the soul is something that we all have, independently from our creed. Furthermore I imagined the model reading a book in front of a fireplace or walking on gravel, having a break and deciding what to do.

Tell us more about the cape.
I visited many places related to meditation and reflection. I talked with a clergyman, I have been to a monastery and read a lot about this topic and so a wide range of images has been created in my mind, small ponchos included.

Why did you create knitwear with external visible stitching?
We wanted to empathize an aspect that is usually hidden. I believe that when you do something well it is not a problem to show it, indeed it can become a style detail.

We notice that there is a t-shirt with central pocket.
We have started working on this detail in the “Horses” collection. Camo has particular shapes and cuttings that follow accurate rules. We respect them to maintain continuity, even if some people could see too much diversity from a collection to the other. Ours is a disguised identity, we make it “ camo” following the concept we want to communicate. Other examples are the cardigans. One is son of the “Country” collection, while another one comes from the “Circus” collection.

Is there a person, an actor or artist able to represent Camo spirit?
There is a homeless that I usually meet when I go to our showroom. I always feel astonished when I meet him. If you didn’t see him sitting on the sidewalk, but in an elegant lounge or on a yacht, he would be the most expressive and refined person of the world. He has a simple style, but incomparable, with a disarming naturalness. If I took him here to Pitti, he would be the most photographed person of the whole trade.

Nob is the name of our blog. What does being Noble mean in your opinion?
Excellence, simplicity and education.

from realnob

UNTITLED DV - Camo _ Fall/Winter 2011 Men

2011-03-07T06:01:00.000-08:00

La collezione autunno-inverno 2011 di Camo Factory dopo esser passata dal Pitti a Firenze, al Capsule show a New York e a Parigi, al Premium di Berlino e al Gallery fair di Copenhagen arriva anche su UntitleDV. Una stagione che richiama la qualità e l'essenza del brand biellese. Stefano Ughetti adatta il suo pantalone a cavallo basso ad uno stile più classico e ad un gusto retrò con un operazione perfettamente riuscita. Ho potuto vedere la collezione personalmente al Pitti e l'ho particolarmente apprezzata per i capi singolari, la scelta dei colori e i tessuti pregiati.

from untitled dv

L'ESPRESSO - PROGETTO CAMO

2011-02-21T10:08:00.000-08:00

click the pics to read

NYLON - CAMO

2011-02-21T10:03:00.001-08:00

click the pics to read

UNTITLEDDV - Camo Factory _ Fall/Winter 2011 Woman

2011-02-21T08:56:00.000-08:00

Camo Factory colpisce sempre nel segno e questa collezione donna ne è la prova. "Soul Collection" richiama il silenzio, la staticità e l'anima per l'appunto. La Factory biellese propone capi di ottima fattura e ricercati nei tessuti. La collezione viene fotografata nel Santuario di Oropa, a pochi kilometri da Biella, dove si ammalgama perfettamente con la location.

from untitled-dv.com

CAMO - PITTI IMMAGINE UOMO 79 FIRENZE

2011-02-21T08:43:00.000-08:00

from pittiimmagine.com