ISTO. was founded by three men who, maybe like yourself, enjoy dressing well but have grown weary of the fashion establishment.

When it comes to clothing, we enjoy all types of brands, sizes, shapes and colors.

We do not enjoy the growing disparity between quality and price.

We’re tired of how seasonality drives irrational purchase behavior and promotion cycles.

We hate the avalanche of digital marketing.

And we hate all the frustration that comes along with it.

We want to make better products and forge a different relationship with consumers.


Out with the old, in with a new way of looking at fashion.

For us, independence means quite simply we get to live free from industry constraints or an investor’s mindset, but most importantly free from the frantic demands set by high fashion agenda.

We aim for people that know what they want and how they want it, regardless of whatever trend comes.

You could call us a startup, but what you see here is essentially the result of time, effort and money invested exclusively by three founders skilled in design, business management and marketing.

This makes all the difference in the world. We decide who we work with, how we collaborate, what the brand looks like, and what products we put forth. The only one that gets to influence those decisions is you. Let us know at