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 hello@isto.pt.

We look for nothing else than the ideal way to create classic items of clothing that feel like the best in their league: relevant, stylish, desirable and ultimately unique.

We obssess about it so that next time you don’t have to think twice about your everyday essentials. Achieving the best possible product starts with sourcing the best materials.

ISTO. was born in Lisbon, which means our office is a couple of hours away from some of the top textile manufacturers in the world.

We’re taking full advantage of that opportunity by deep diving into all things textile: material sourcing, production process, and that finishing layer found in the smallest of details. Ultimately, there is only one end result for us: quality you can not deny.

Cotton clear transparency. When you choose ISTO., what you see is exactly what you get.

That means you have a clear understanding of everything that went into making our clothes.

First, we only work with factories that can be held to the highest standards in social responsibility and work policies.

Second, you get to see exactly how much we paid for each and every component from materials to production. The way we see it, if you understand how much it costs, you’ll understand just how competitive we are in this category. Everyone wins.

We are a brand new company so we had very little opportunity to ruin this planet through our company practices, but we intend to do the least harm possible.

Organic cotton is a no brainer for us. Cotton is what we’re doing right now, but you can expect this premise to hold regarding any other textile materials we use in the future.

All our suppliers have the GOTS certification, which stands for Global Organic Textile Standard. It’s a big deal for factories, for clothing brands and for consumers.

In short, it’s a big deal for the planet.