It said that the sea in winter brings with it a unique magic, more dormand and suspended than the sparkling one of summer, but just as strong and overwhelming. For this reason we decided to shoot our garments on the Tuscany sea. To welcome us with enthusiasm and joy, the Tortuga Surf School, a surf school open all year round, on a small beach of Ansedonia in the heart of the magical Maremma.
Here, the contact with the sea comes to you like a gust of wind, thanks to the energy you breathe and the availability and smile of Lorenzo, one of the two founders of the school. An immersion in the freedom, in the desire to be together and to share the passion for the sea with guys who come from all over the world in a place that does not know the frenzy of the city but only the slow living, in contact with nature and people, with simple and ancient values.
Feeling at home made us understand immediately how we chose the right place to portray our new collection and enhance our garments through a series of photographs. The protagonists you will see are not professional models but local guys, including Lorenzo himself, his partner Kim and other friends who had the pleasure of being involved in this trip, and who trusted us and relied on the creative eye of Betsabea, our photographer, incessantly ready to capture details, looks, colors, combinations, light, shots.
Those who follow us know, Effei is a progressive brand and sustainable fashion activist, which has as its founding values the journey and responsibility towards our planet: in the shots you will find our collections of T-Wanderlust and Skyline shirts in 100% certified organic cotton, and especially our new creations, coordinated vests and clutches, handmade with fabrics created in five countries of the world, one for each continent, through ancient craft techniques that tell and enhance different cultures, encouraging the growth of many local economies and the preservation of their textile traditions.
Salizada (Italy), Uluru (Australia), Bogo (Africa), Malam (Indonesia) and Otomi (Mexico) are the names and origins of the fabrics with which we made them.
But above all in each image you will find the soul of our reality: ‘Wearing cultures’, as our payoff says, to tell and wear stories and values of colorful and distant worlds.
