New goals, same ambition of doing things right.
Here's where we're headed.

This year, we're setting our sights higher. Scaling up isn’t just about numbers; it’s about making every move count. Here's some of our moves:
- Significant growth in online channels: double down our customers in the USA, UK, Germany & Portugal (+105%).
- Expanding fulfillment operations to Germany.
- Testing international pop-ups and opening one permanent store.

Scaling doesn’t mean forgetting where we started. 2025 is the year we connect more deeply with our customers, celebrating Portuguese culture and craftsmanship all around the World.
Collaborations with iconic names, top-tier local restaurants, natural ambassadors — chefs, artists, and innovators who embody our values.

Redefining essentials feels necessary each year that goes by. This year's main challenge is to step up the basics for real everyday classics and fine clothing made for every man.
What’s new? Activewear made from 100% Wool, innovative fibers (ever heard of Bananatex?), expanded Património — our historic Portuguese summer capsule — and recovered luxury deadstock fabrics to explore new categories like formal wear and outerwear. And yes, accessories like caps and socks are finally here to stay.

Factourism is getting a refresh, with initiatives that connect you with the ISTO. universe like never before.
And we're launching product passports for full traceability on every product, with QR codes to connect you with your garment’s journey.

We’re creating spaces and systems that empower our people to thrive.
Because behind every product, every new store, each event and package delivered is a very talented team. This year, we're welcoming four great new hires.

Quality is non-negotiable — it’s the cornerstone of everything we do. We're doing wear tests for every product, including our community who will carefully examine their durability, wearability and performance.
We're investing in new sustainable dyeing techniques and ramping up repairs through Beautiful Losers, for higher longevity.