Giotto Calendoli on Second Chances in Fashion, Life
planning to replicate the project in Japan, which is among the brand's best markets.
“Especially through our own e-commerce, we receive orders mainly from New Zealand, the U.S. and Japan,” said Calendoli, underscoring that the brand and its concept resonate more with an international audience. “Usually Italians are more bounded by labels and logos, while customers abroad are driven by their own personality and taste.”
Calendoli's mainly international fan base, gained during his blogging heyday, might have played a role, too, but the founder is resolute about maintaining Handle With Freedom's separate identity. As a result, and conversely to fellow influencers on a similar journey of launching their own brands, he didn't want to put his name on the label and bank on his fame, but rather opt for “something everyone can identify with.”
The X-shaped red stitching that marks all pieces in the collection further reinforces this. “It's like a signature, but I wanted it to be a solid, timeless symbol rather than a name. In this way, there can be anyone behind it,” he said.
Calendoli delved into allegories and geometric signs when explaining the ultimate mission he has for the brand. In referencing the renowned Florentine painter and architect Giotto, he said that his goal is “to design my own perfect circle, one that connects people. That's my idea for the future.”
To be sure, human connection and community-building influence different aspects of his business. For one, when Calendoli first scouted the space for his atelier, he launched a contest on Instagram to encourage talents to send ideas to revamp the location. As result, he collaborated with architect Alfredo Di Mauro and plant artist Satoshi Kawamoto, promoting their work on his social media channels.
While similar calls to action are seasonally launched on both the brand's account and his personal Instagram profile — which counts more than 130,000 followers — Calendoli also hosts workshops in his atelier for young talents to improve their skills, since “in a city like Milan there are no places where people can meet spontaneously to share a creative experience.”
Most recently, he upped the ante to his social commitment with a project involving seven inmates of the female prison of Pozzuoli, an hour's drive from his hometown Naples.
For that project, he handed a blank piece of paper to the women and asked them to express what freedom meant to them. The words and drawings they shared were then turned into decorative motifs for a capsule collection of bandanas and shopping bags crafted with deadstock textiles hailing from the prison. All proceeds from the online sale of the pieces, which retail between 30 euros to 55 euros, will be destined for the inmates.
“Everyone thought that the pandemic would make us better but it was quite the opposite, individualism prevailed. Yet I still strongly believe in working together, as well as in second chances,” concluded Calendoli, emphasizing that the experience enabled inmates to learn new skills, earn benefits for good conduct as well as start a journey for future reintegration into society.