New commitments, rooted in the same values.

Here’s what 2026 looks like for us.

Our people are our foundation. We’re committed to building a workplace culture that is rooted in transparency and shared understanding. We’re upgrading our office and working conditions, alongside internal policies to promote full transparency. And because there’s no better way to understand someone than being in their shoes, we’re introducing a cross-team learning week, where everyone will spend one week working in other departments and in-store, to strengthen collaboration and empathy.

This year is about refining the fundamentals: better forecasting and replenishment, tighter inventory discipline, and clear sell-through targets. We’re solidifying our Product Pyramid, targeting a sustainable ~70% gross margin. We’ll keep investing in brand-illuminating pieces that elevate the brand and what we stand for. Growth brought challenges, it became a liability to have such high stock levels. In 2026, quiet, smart and more intentional sales will unfortunately be a tool to reach needed balance and clarity.

Sustainable growth requires better strategy. We’re re-shifting our efforts towards Europe, where we have better control of our logistics and customer acquisition costs. Rather than spreading ourselves thin across distant markets, we’re kick starting 2026 focused on our online expansion in Spain, France, United Kingdom, Germany and all the other beautiful places we’re proud to ship to.

We’re aiming higher to clearly convey and solidify our brand image, being more intentional with what we put out into the world. This means an investment in creative, authentic and high quality content, (even more) carefully curated and purposeful campaigns. We’ll continue to pursue handpicked exclusive partnerships that align with our values, and to strengthen our core collection. Very tough internal-and-existing-question: should we start using AI tools to help us scale the necessary outcomes?

ISTO. was founded by three first-time entrepreneurs with no experience in fashion or business — just ambition and a desire to work on something we truly believed in. Until now, we focused almost entirely on product, brand, and clients. It’s time to catch up our internal foundations with our growth: better systems, data, financial stability, clear KPIs, and structured processes that support creativity. We want to build a company that can scale responsibly, make better decisions, and remain independent.