“I searched for my place in the world until I realized I wasn’t looking for a place to occupy, but a world to create.” These words beautifully capture the spirit of Carlotta and the journey that gave life to Iusmib Studio. For her, Iusmib isn’t just a project or a brand, but it’s her inner child brought to life to take a raw and untamed form.

Imagine a bucket of vibrant paint thrown across a blank white canvas, playfully and chaotically yet intentionally. This describes the essence of Iusmib Studio: a space where creativity runs wild, and every rule is there to be challenged. It’s a celebration of individuality and a place where everyone can express themselves freely, knowing they might leave with a splash of color that wasn’t there before.

At its heart, Iusmib Studio is an upcycling project that takes forgotten garments and turns them into wearable stories, with each piece behaving as a diary page, scribbled on and brought to life by the person who wears it. “Our garments aren’t just clothes,” Carlotta says with a smile. “They’re ideas in motion, stories waiting to be written, stories that come to life through the people who wear them.”

In a world that sometimes feels too rigid, Iusmib Studio is a reminder to embrace the messiness of life. By finding beauty in imperfection, celebrating creativity, and letting your imagination take the lead, fashion becomes as unique and vibrant as the people who wear it.

What inspired you to launch this brand, and how did you get the idea to turn clothes and fabrics into new creations?

When Carlotta was asked about her sources of inspiration for creating Iusmib Studio and her concept of turning garments into fresh designs, Carlotta explained, “I was really intrigued by the idea of combining my passion for doodling and experimenting with clothes, using them as a way to tell stories.” To her, fashion is one of the most direct and impactful means of communication available, as she described how getting dressed goes beyond merely wearing clothes; it’s a playful and imaginative act, a method to visually convey our identity without using words. “Apparel isn’t merely coverings,” she remarked, “but rather means for connection, a link between our deepest identities and the environment we inhabit.” They create a silent dialogue between our inner and outer realities that enables us to engage and connect in a deeply personal way. This became the fundamental philosophy that established the basis of Iusmib Studio, where clothing is converted into significant, wearable narratives.

Can you walk us through the process of creating your products? How do you source materials and come up with the design?

“The search process is deeply sustainable and conscious,” Carlotta explains when describing how she sources materials and approaches design for Iusmib Studio. She frequently searches for second-hand, vintage, or pre-owned clothing at flea markets, vintage stores, and also in the closets of friends, relatives, or even strangers. These locations have turned into her treasure chests for discovering items she lovingly refers to as her “tykes.”

A significant source of inspiration stems from her grandmother, a skilled seamstress who previously worked for a renowned fashion brand and taught her the “art of care.” “Back in the day, if something broke, you didn’t just throw it away, you’d fix it or rebuild it. But nowadays, we often just throw things away when we ruin them or when we don’t like them anymore.” However, her grandmother consistently holds deep sentimental value for her possessions, something she profoundly admires. This viewpoint of valuing and reshaping objects is fundamental to Iusmib Studio’s philosophy.

Carlotta’s materials extend beyond fabrics, with her imaginative vision frequently exploring surprising locations, such as hardware stores, where even the most unusual items ignite her creativity. “Every object, no matter how bizarre, has the potential to become part of a new project,” she states.

Her design approach is fluid and intuitive. She engages deeply with the project she’s handling, attentively listening to it and investigating its potential by allowing the material before her to guide her creativity, trying to feel its soul. As she reveals, the procedure is playful and spontaneous, placing enjoyment and exploration as the top priorities.

“At Iusmib, we like to think of fashion as a game. These clothes aren’t meant to be perfect; they’re meant to be alive. For us, beauty lies in imperfection, creative chaos, and the freedom to express yourself without limits.” This philosophy is reflected in every piece, transforming each garment into a distinct narrative brought to life by its owner.

What have been the most significant challenges you have had to face as a small and emerging brand in the market? And how did you handle them?

One of the main difficulties for Carlotta has been conquering space in a competitive market, where sustainability is frequently viewed as a niche instead of the norm. Utilizing second-hand materials and waste increases the challenge, as it necessitates additional research and meticulous selection, thereby hindering the production process. This contradicts the rapid pace of the fashion industry, where quickness is frequently emphasized. Nevertheless, the biggest challenge was collecting the bravery to begin. It required years of brainstorming and planning because, as Carlotta expresses, “When you have a child you love madly, you want to be the best version of yourself when you welcome them, right?”

In the end, she understood that the ideal moment is nonexistent. “You jump off the edge and crash, but it’s on a trampoline that makes you bounce so high and have so much fun, you can’t remember why it was so scary.” Although the industry can be challenging and explaining the behind-the-scenes efforts of smaller brands is not always simple, Carlotta remains hopeful about progress. “The world is changing, and individuals are becoming increasingly willing to seek out less polluted realities.”

At Iusmib Studio, obstacles are faced with strength and resolve. “We view each challenge as a chance to develop, and we continually anticipate the next move,” she clarifies. This attitude drives the studio to advance, welcoming the challenges and pleasures of establishing a distinctive place in the fashion industry.

Sustainability is a very timely topic. How do your processes and products ensure or at least contribute to the effort in making the fashion industry sustainable?

Sustainability stands as a critical issue in the current fashion industry, and Iusmib Studio prioritizes it as a core aspect of its mission. Carlotta states that the upcycling process greatly diminishes the ecological footprint of clothing by minimizing the consumption of natural resources, water, and energy usually used in conventional manufacturing. “Each piece is one of a kind,” she remarks, distinguishing Iusmib’s designs from the mass production of fast fashion. “We aim to create clothes that tell stories and stand out for their individuality.”

Every material utilized at Iusmib Studio possesses a unique history that Carlotta and her team revive through a careful transformation process. “It’s about giving new life to what would have been discarded and making every garment special,” she explains. In addition to the ecological advantages, Carlotta highlights that this is also a learning experience. “It’s about teaching people to care for things, love them, and give them a second chance. Imperfections aren’t flaws, but they’re opportunities.”

For Carlotta, clothing represents more than mere attire. “Isn’t it incredible how garments evolve with the individuals who don them?” After all, they have experienced countless lives and possess a wealth of knowledge to share. By adopting this philosophy, Iusmib Studio not only supports sustainability but also fosters a stronger bond between individuals and their garments.

How do you balance creativity and innovation with the practical aspects of running a business? Give details of how you manage costs or find customers.

Finding a balance between creativity and innovation while managing the practicalities of operating a business is certainly challenging as it entails balancing numerous priorities and sometimes feeling unsteady. Carlotta notes that managing costs is among the major difficulties faced by an upcycling brand. “The key is optimizing the production process to minimize waste,” she states. At Iusmib Studio, sustainability is viewed not as a luxury but as a fundamental approach to operations, combining environmental responsibility with practical business needs.

An essential element of their approach is conveying their dedication to sustainability. “It’s not just about selling a product, but it’s about building a relationship with our customers. We show them how important sustainability is and why consuming responsibly matters,” Carlotta shares. Their strategy extends past merely providing products and concentrates on building a community of conscious and loyal customers. Iusmib Studio fosters these connections via storytelling, transparency, and teamwork with those who align with their values.

Adaptability is crucial in their journey. “We’re always ready to evolve, but we stay disciplined in following a plan that ensures we grow in a solid way,” Carlotta states. This equilibrium between flexibility and organization allows the studio to remain committed to its goals while efficiently managing costs and cultivating significant connections with its clients. For Iusmib Studio, achieving success involves making sustainability accessible and fostering a collective dedication to conscious consumption.

How do you want people to feel when they are wearing something you created? What do you expect from your brand’s future, amazing as it is?

Fashion has consistently served as a strong mode of self-expression, enabling individuals to convey their identity without uttering a single word. At Iusmib Studio, this philosophy is advanced even more, designing pieces that are not merely garments but gateways to discovery and liberation. Carlotta notes that the studio’s vision is based on the principles of uniqueness and enjoyment. “We like the idea that anyone who wears our clothes can express themselves and feel free to be who they want to be, without ever taking themselves too seriously.”

For Iusmib Studio, fashion involves liberating oneself from rigid guidelines and societal influences. Their creations are crafted to enable individuals to express their personalities confidently without the worry of being judged. “Every piece is an invitation to let go and be part of the fun, getting rid of shame and embarrassment, which are just stupid social constructs.” “We don’t want our clothes to just be something to wear. They’re an invitation to have fun with colors, to create combinations that reflect who we are, and to dare without hesitation,” Carlotta expresses. Choosing Iusmib designs means embracing your true self, exploring fashion, and allowing your uniqueness to stand out.

Looking forward, the studio stays dedicated to its principles of upcycling and sustainability. “Our banner, made of upcycled clothes by Iusmib Studio, will carry on. It’s a commitment that withstands time and difficulties, evolving without ever compromising,” Carlotta states. Through every creation, they seek to evoke a feeling of liberation, embracing flaws instead of striving for perfection and motivating individuals to reinvent themselves daily.