FLAT shop, since 2005
Often, those who are born and raised within a shop develop a particular sensitivity for observation and curiosity, for visual language, and for the emotional stimuli generated by what we, quite simply, call clothes.
In 2005, after years spent breathing in the atmosphere of the family store and observing the dynamics of an independent business up close, FLAT was born. Let's retrace the anecdotes, influences, and curiosities of this story together.
A: Hi Leo, let's start from the roots: how did FLAT begin?
L: FLAT was born from the ambitious desire to create a space as close as possible to our idea of the ideal container.
A streetwear clothing store capable of going beyond the traditional concept of a shop: a place to share a lifestyle and an aesthetic with the generation that, between the late nineties and the early two-thousands, frequented the alternative music scene and clubs. People who loved — and love — clothing brands not just for the simple "item," but for their history, for the people who interpreted and represented them, to the point of identifying with the values and imagery of those brands.
Added to all this is an unwavering penchant for research: a passion for records, for venues, for clothes, and, more generally, for everything that fuels curiosity. A journey cultivated through travel, experiences, and moments of sharing.
A: What role does music play in this story?
L: Music is one of the absolute protagonists of this story. The influences and inspirations are manifold: our crew listens to and appreciates very different genres, yet they are all united by a common alternative attitude.
The dance music matrix, for us, inevitably includes post-punk, black, and dub influences. "Played" music also knows no particular boundaries: our interest is directed primarily at a period ranging from the fifties to the nineties, without, however, disdaining the contemporary, provided it has something to say and, above all, is of quality.
Furthermore, as lovers of aesthetics, we could not help but be fascinated by the clothing of subcultures linked to different periods and musical movements: skinheads, mods, teddy boys, punks, rude boys, sound boys, casuals, indie rockers. Every cultural movement has passed something on to us, with the necessary proportions, and we have tried to treasure every experience.
A: What other creative currents influence the identity of FLAT?
L: Beyond music, there is a strong passion for design and Northern European fashion. Even the name "FLAT" was born from this sensitivity and recalls a minimalist aesthetic, made of simple, essential, and linear elements, typical of those cultures.
And then there is the incomparable Japanese style and, more generally, a love for the avant-garde in all its forms. These are elements that have always aroused our admiration and which continue, even today, to be a source of stimulation and curiosity, pushing us to always search for and experiment with something new.
A: Life beyond the shop. How does FLAT position itself beyond the walls of the store?
L: FLAT and its attitude do not stop at the walls of the shop. For years, FLAT has influenced our travels, our movements, our choices, and the way we look at things.
The link with our daily lifestyle is strong and continuous: we are convinced that research can happen at any moment and in any context. It is not something that is done exclusively inside a shop, but an attitude that accompanies us in everyday life.
"Fine clothes for authentic people since 2005". With enthusiasm, we are still here, after a few years, to offer you smart and refined ideas, trying to keep intact an identity and a history capable of involving you, intriguing you, and, perhaps, making you passionate.
by Andrea Bolloni
