An Italian knitwear brand founded in 2018 in Biella, the historic center of Italy's textile industry, by Alessandro Lovisetto, who left a career at Google and various investment banks to build it. The brand sells direct-to-consumer, working with small Biella-area knitwear manufacturers rather than large mills, aiming to make genuinely well-made Italian knitwear more affordable by cutting out the usual layers of luxury retail markup.