Brand Profile
A fashion r-evolution has been launched in 2011 by In the box, a socks and apparel brand established in Milan by Mario Pastorini and Carla Bottoni. In the box is an ever changing creative box that shapes itself according to its content. Today it may be a socks and cothing collection while tomorrow it might be a new project jumping out of its container in order to create a brand new box. Socks are no longer just an underwear item, thanks to In the box they have become an icon of the Italian style in everyone’s wardrobe, the starting point for shaping our own outfit. Design and high-quality manufacturing are the pillars of the brand.
The knitting process lies among the most ambitious ones in the history of the textile industry: the designs originate not only from Mario’s cult of vintage but also from American and Japanese second hand, as well as from Carla’s passion for street culture and old school RnB music. The apparel comes from the production surplus of socks: this will result in new clothing that evoke the creativity of socks to get a total-look attire. Therefore In the box pays tribute to recycling, or rather upcycling, which becomes an essential source of inspiration.