“Soul” by CAMO

The fundamental theme of this fall/winter 2011 Soul collection is that people must find time for themselves.

While the summer is too noisy and for party, the winter is more quiet and silent. This allows people to think.

The advice of this collection is to look after yourselves and to own life.

The place of this inspiration is Oropa, located at 12 km from our office in Biella.

It's a magic place where tourism and religion coexist with a secular history but at the same time is a place that is in step with the times.

About CAMO
CAMO it's a project by Stefano Ughetti.

The purpose is not to dress people, but to put them in touch with what they wear.

Get materials created with specific purposes, get ideas from the world of uniforms and get its codes. get these codes twisted, concealed and camouflaged so that they can fit to our contemporary context.

Elegant casual male clothing brand, relative to north-European inspiration and Italian substance, CAMO is the abbreviation of “camouflage” which means: disguised, camouflaged. It is pronounced in the same way in all the languages of the world and it is often used to indicate a specific pattern of any product.

You can find it in different colors but it remains always the same because it is a thought, an idea.
CAMO is not just “fashion” but an idea and a reality with a specific identity so to be recognized in any element.

Have a peek at the look book here.

Photo & text Copyright CAMO.

CAMO Country Collections Spring/Summer 2011

“Country” as Land, Nation, Countryside
and also Traditions and Origins.
This collection tells about the tight link between who we are
and where we come from: the Motherland
as language, civilization and customs.
A deep look to our roots to follow our
nature and become what we are.

CAMO Country Collections Spring/Summer 2011 by Stefano Ughetti draws inspiration from 2 sources: first, the Italian film “L’albero degli zoccoli” by Ermanno Olmi and, second, from studying books like “Lassù gli ultimi” and “Fame d’erba” by Gianfranco Bini.

Photo & slideshow 2011 s/s “Country”collection Copyright Camo.

Camo at Capsule, New York

Although I had posted on him and corresponded with him numerous times, another designer that I met at the Capsule Show this week was Stefano Ughetti.

Born 1974 to a line of artists in Biella, Italy, Stefano completed his education and went on to work in an interior design company in 1995 and home design firm in 2000.

After launching his own menswear store in 2005, he finally founded his own line Camo in 2007. Camo is the abbreviation of “camouflage” and is an elegant casual male clothing brand.

Elegant casual male clothing brand, relative to north-european inspiration and italian substance, You can find it in different colours but it remains always the same because it is a thought, an idea.

“My purpose for creating Camo was not to dress people, but to put them in touch with what they wear. People have to be camouflaged in their society inside the rules of them but they still want to communicate themselves so this is my purpose for Camo.”

Click here for the 2011 spring/summer Country Collection.

Photo & slideshow 2011 s/s “Country”collection Copyright Camo.

The “Circus Collection” by Camo

Last year in an article entitled Camo—a Uncrypted Twist to the Hidden Meaning of Menswear, I introduced you to a novel line of menswear that is tucked away amongst the picturesque foothills of the Italian Alps.

The designer, Stefano Ughetti, named the label Camo after a shortened version of “camouflage.” His aim was not military but rather to draw from choice materials that carry specific messages and symbols which can display our deepest intents to the world around us.

For autumn/winter 2010, Camo invites us back in time to the spectacular days of big tents and clowns, jugglers and acrobats—to a world of fantasy and entertainment for all.

If you find that you have a little clown within you, or you thrive on the thrill of a tightrope, then the “Circus Collection” is for you.

“Circus Collection” autumn/winter 2010—a variety show of stupefying pieces from times passed.



Photos & slideshow Copyright Camo.

Camo—a Uncrypted Twist to the Hidden Meaning of Menswear

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!

Slideshows 2009 s/s, 2009 a/w & 2010 s/s collections, Copyright Camo.
Photo top left 2010 s/s collection Copyright Camo.