ISTO

Pedro Palha

Exceptional yet affordable fashion brand that is independent, organic, and a fair-trade ambassador. We present to you ISTO – founded in 2017 in Lisbon, Portugal. One of the three co-founders, Pedro Palha, explains how the brand creates the high-quality clothing that they all loved and admired, but were never able to afford. 

‘Cheaply produced clothes lasted only 1–2 seasons, so you had to buy them over and over again. We were missing something that was timeless in style, affordable and at the same time fairly produced in Portugal. As we could not find anything that would match these criteria, we decided to do it on our own. It all started with a “copy” of our favourite shirt that we simply loved, but we wanted it to be produced our way. So, we did some adjustments to the cut, got rid of logos that have no purpose at all et voilà, our favourite shirt and ISTO were born.’