Tucked away in the foothills of the Alps in northern Italy, there exists a historic center for textile, wool, and silk processing, which, to many of us, has been camouflaged amongst the sparkling springs and lakes of the Piedmont region as far back as the 13th century.Historically know as Bugella, the town of Biella has been host to an array of inhabitants, including Celts, Germanic tribes, and the Franks. Pawn to successive empires throughout the ensuing centuries, Biella adapted quickly, learning the art of camouflage, but not that of tiger stripes and the battledress of modern-day warfare!
In 2006, a clever designer with a positive perspective on life, Stefano Ughetti, launched a line of menswear that is steeped in symbolic meanings and messages. As a shortened form of the word “camouflage,” he named the new label Camo.
Having nothing to do with war or combat, Camo is all about choosing materials that carry a specific aim and purpose, “camouflaging” us under their meanings so as to display our true aspirations and intentions to the world around us.
Camo debuted in 2008 with a spring/summer collection entitled “Identity Card.” At center stage stood each man's identity—including yours and mine—symbolized by a tiger that is camouflaged, not in a jungle as would be expected, but rather in our souls, representing the courage that we need to make our dreams come true.
Following a collection inspired by the mountains of Camo’s region, the 2009 spring/summer season opened with ”True Collection,” which drew inspiration from superheroes, TV space series, and 1980’s films—all for men who are true to themselves and still dare to dream!
For this year’s autumn and winter season , Camo has prepared for us the “Waves Collection,” which envisions each one of us as a sailor, faring the seas of life, which are full of emotional ups and downs that come crashing down against the sides of our boats.
The “Waves Collection” embodies imaginative symbolism with wooden buttons that float; tees that feature anchors, which represent our choices in life; rudders that signify direction and balance; and lifebelts, pointing to safety in friendship and friends.
You will notice how the trousers are turned up, so as not to get wet. Shirts are striped to remind us of sails; whereas beanies call to mind those, which are typically seen in harbors.
Camo is aware that, today, some men may feel as if they are conquering the seas and the waves, while others are navigating storms that threaten a shipwreck. Then there are those who have already fallen overboard, whereby Camo’s collection cries out: keep swimming!
Finally for the 2010 s/s season , Camo takes us for a horseback ride with the “Horses Collection.” Inspired by the dress of the North African colonial period, the collection inspires us to spot an opportunity behind every hurdle, regarding it as an incentive to fight and better ourselves as men!
