Since July, we have told you many things, sometimes without immediately revealing where we were headed.
Now that the announcement cycle is coming to a close and we are preparing to enter the true autumn-winter season for our garments, it seems like the right time to take stock: what we said, why we said it, and what it means for those of you who follow us.
Since July: building before selling
We began the summer by telling you that “something was brewing” at Lanaioli, without revealing anything: it was the beginning of a journey designed specifically for the off-season, when sales of winter garments naturally come to a standstill, but there is room to build something more lasting than a single promotional campaign.
We chose to use that space to tell you about the values behind Lanaioli garments, even before talking about the garments themselves.
During this period, we explored topics that clothing brands rarely choose to address first: how many times we really wear a low-cost garment before throwing it away, and why a more expensive sweater can cost less over time; how many clothes an Italian buys and throws away each year, and what the numbers behind Europe’s textile overconsumption really mean.
These were not articles designed to sell a specific product, but to build an audience that chooses with an understanding of why, not just what.
The reveal season: three stories, one philosophy
In September, we began three weeks dedicated to revealing, one at a time, the new developments on which we are building the autumn-winter 2026/27 collection.
We told you about our family farm and, finally, the name of the breed we raise: the Sopravvissana, an ancient sheep breed from central Italy at risk of extinction, and why protecting it is a choice for biodiversity before it is a product choice.
We introduced you to our partnership with Maeko Filati, which expands our range of natural fibers with organic cotton, hemp, linen, Himalayan nettle, and a blend of yak and merino wool.
And finally, we told you about Reverso, the collaboration that allows us to offer regenerated cashmere, giving precious fibers a second life instead of constantly requiring new ones.
Three different stories, one philosophy: always know where a yarn comes from before deciding how to use it.
Circular fashion, not just a slogan
One of the recurring themes of this summer was showing you that circular fashion and biodiversity protection are not marketing labels, but concrete choices with measurable consequences: the water and energy savings achieved through regenerated cashmere, data on the Sopravvissana breed’s population, and the comparison between where your money goes when you buy a fast-fashion garment and when you buy a garment from a short Italian supply chain.
Each time, we tried to give you the numbers instead of generic claims, even when that meant being more cautious than would have been convenient.
What changes from here
From October, we enter the true "Lanaioli Season": less behind-the-scenes storytelling, more product. We will show you the garments made with these yarns, the combinations designed for autumn-winter, and we will continue telling you about the Italian artisans who make them. This summer’s themes - short supply chains, biodiversity, circular fashion, economic transparency - are not disappearing: they will return whenever there is a concrete reason to discuss them, and they will come back strongly during the end-of-year gift season, when we will help you choose gifts that last longer than a season.
Thank you to everyone who has followed us since July, article after article: the part that comes next - the garments, finally - is designed with you in mind too.
