1. Giada, Margherita, when we met at White last year you told me that UND is a 80 kilometer brand; would you like to elaborate on this aspect?
Giada: - It’s more or less the distance between Bologna and Rimini. UND's headquarters are in Bologna and it's the place where we got to know each other and work, physically, deciding to embark on this adventure. But kilometer 80 is also related to the fact that the production, the packaging of the garment, takes place in Rimini. Regardless of the zero kilometer speech, which is now an emptying concept, because of the abuse that people does on it, the kilometer 80 really represents the distance between me and Margherita, between the production and us, in addition to that with material suppliers.
2. About your aesthetics, I seem to see in it the same sensitivity together with instinct:
Margherita: - Look, it's true. Moreover, it is so in many ways. This is why we keep away from the influences that contaminate everyone. Not for this, however, we do not observe what works on a large scale and everything else. But, in fact, these elements are also those able to push us to create a product that others do not. Why do not we treat lurex rather than other easy things? Because we follow our sensitivity, our instinct. Who we are is reflected in UND. -
3. So your idea of femininity resembles you?
Margherita: - We are complex. We have an approach to our body that is thought of, in the sense that the swimsuit is a product that, when you confront yourself with it, you have to force yourself to compromise with what is the relationship with your body. For most women it is not easy. Hence the choice to make a product that was not purely aesthetic, but that embraces the body, that was of support, of comfort. This is why we have decided not to give our products to women who do not represent us for advertising purposes.
4. Do you plan to do it later?
Margherita: - It's a mechanism that we do not share. -
Giada: - And that we will not do. Now the market is dominated by influencers, bloggers.The problem is always the same: identifying subjects with whom to share an almost intimate relationship, because it is about understanding why I should give my product to you and why you should want it, it's a special thing. For this reason, at the moment, we shared the product with women who have an idea, which concerns sustainability. If my work as an influencer, for example, is based on these issues, we absolutely talk about it and collaborate. -
Margherita: - In fact, with Giorgette, graphic designer, it went like this. We work well with her, we have created a beautiful harmony. Then, born as a graphic, she places our work in a context not strictly linked to that of fashion. And we like it. This is why we insert ourselves in the DNV (Digital Native Vertically Brand, ed) and we find it difficult to make ourselves known by the shops. -
Giada: - Yes. Being a DNV company means you're born online and you stay in that space. That's why we are always stronger with our e-commerce. You know, if one of our piece is sold in a store, it risks losing its meaning and people would buy it without being told to them the chain that has been subjected to the swimsuit before being fully realized. Let's say that women, via the web, are interested in our products and want to be informed about materials, production and everything else. And it fills us with pride. In stores something is changing, sometimes they ask us these details, but not like those who reach us via email or social media. -