We believe that life is an anomalous and wonderful journey that never repeats itself. We believe in diversity as luxury and beauty in the primordial state, opportunities for man and necessity for nature.
We are convinced that the instinct to be "what we are" is more important than reason and conformity to the norm. But above all we are firmly certain that normality does not exist, that there is nothing wrong with being different and that there is only one form of being true, that of non-conformity.
We have tested the horizons of normality and tried to do things as they told us that they should be done. The result? We got bored terribly. For this reason, in founding PREMIATA we decided to simply be ourselves: anomalous, eclectic, instinctive and without rules. With only one awareness at the bottom of our hearts: whatever we decided to be, it would never be wrong, but simply different.
So do not ask us for collections designed according to the rules of luxury. Do not ask us to stay with the rules of fashion, because we will not do it. Try rather to take that much of the truth that we have to tell you and try to make it yours, if you believe. Because, if you think about it, the anomalous being is something unique and precious and it is just remaining faithful to its singularity that you build the road to tomorrow