"In the box" is a Made in Milan brand of socks and clothing born in 2011 that has been experiencing a significant international success in the last seasons.
Mario Pastorini, co-founder and creative director, In The Box
It was founded by Mario Pastorini and Carla Bottoni, partners in work and in private life. Both have a consolidated background in the fashion industry and have given life to this project born as a container of creativity - hence the name In The Box" - in continuous evolution.
The brand started offering certified organic cotton socks that were no longer thought of as underwear pieces, nor as accessories, but as an essential complement and starting point to define each one's look.
The two entrepreneurs and creatives used complex and high craftsmanship processes comparable to those used for knitwear such as jacquard inspired by Pastorini's research in the world through American and Japanese vintage stores and flea markets, Bottoni's passion for street culture and old school RNB music, as well as western imagery and Navajo culture and the revisiting of preppy icons such as John Kennedy.
By reusing some surplus production "In The Box" has also been able to diversify its offerings and also develop a large collection of t-shirts, sweatshirts, cardigans and sweaters, as well as hats, scarves and beach boxers featuring the same patterns of the brand’s socks. Among the most recent additions to the collection there are quilted nylon windbreakers inspired by historic military garments.
The first among these products was born in 2013 and was a t-shirt, the pocket of which was made from a fragment of knitted fabric salvaged from sock production waste. From the socks were also born sweatshirts and other basic garments with attention to every detail, always interpreted with recovered patches.
Since then, upcycling has become an indispensable source of inspiration for the brand, which has used vintage or stock garments to reduce the impact on the environment and offer other new pieces with a high content of craftsmanship.
Since F/W 2022, In The Box has started to collaborate under license with Peanuts offering a capsule collection of socks, sweatshirts and T-shirts distinguished by the iconic characters such as Snoopy and Charlie Brown and made by reusing textile scraps adding uniqueness and craftsmanship value to garments already loved by many.
Among the sources of inspiration for In The Box is an archive of unique vintage pieces patiently built by Pastorini including reconditioned bandanas, sneakers, military clothing purchased in the most interesting flea markets and second hand shops from around the world. "My archive is my obsession. I'm always discovering new ideas and inspiration for new projects as well as new ideas for new materials, shades and patterns" explained Pastorini, who is very keen about quality and productive techniques and has also recently signed a collaboration agreement with Sebago to launch a line of socks.
All of the brand's collections are made exclusively in Italy by top players in the industry and sold through a network of 500 stores in Italy, including La Rinascente, as well as Germany, Switzerland, Spain and France, including the Mercì concept store in Paris, but also Canada, South Korea and Japan.
The brand's retail prices range from €18 for socks, €129-€139 for sweatshirts, €169-€179 for sweaters and €69 for T-shirts.