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PERSONAL PROJECT · BORN IN MONGE

A clothing brand built around a place.

Born in Monge campaign by the sea in Mongerbino
Born in Monge t-shirt floating in clear Mediterranean water
Product & campaign direction
Born in Monge t-shirt designs against a blue sky
Seasonal graphics

Why I built it

I wanted to build a clothing brand long before I worked in innovation. Born in Monge became the place where I could combine product, identity, creative direction and the community around Mongerbino — the seaside place the brand comes from.

It is intentionally physical and local: garments, shoots, friends, summer and the sea. At the same time, it gives me room to experiment with e-commerce, generative tools and different ways of launching a small consumer brand without pretending it needs to become a venture-scale company.

~100pieces sold
1place at the centre of the brand

What I built

  • Brand concept, positioning and visual identity.
  • Garment graphics, product design, sourcing and production.
  • E-commerce and launch communication.
  • Creative direction across real shoots and generative experiments.
  • Community-led distribution around Palermo and Mongerbino.
WHY IT MATTERS TO ME

Born in Monge is the project I keep because it is fun. It lets me build something tangible with friends, culture and a place I care about — and reminds me that not every project needs the same definition of success.

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