Reamerei is an emerging brand born in Milan in 2019 from the meeting of the minds of the founders Enrico Micheletto, Marzia Geusa and Davide Melis, friends and fellow students at the Academy of Fine Arts. The sound of the name Reamerei refers to what they propose: “reame” and “amore”(” realm ”and“ love ”). Its founders describe it like this:
The project is based on an ironic war on sexual dimorphism. A stage, a heterotopic trip through which we wonder about the dualism of gender with the support of two macro binomials: technology-nature vs. atomic-anatomical.
The brand reworks the shapes of the body through graphic creations, real and surreal figures, catapulting the customer, who becomes more of a spectator, into a cyber-kitsch future, creating a narrative dimension for each garment made. The idea of femininity is reinterpreted, characterized by structured shoulders, large volumes and melancholy silhouettes. “Imagine a child who opens his grandmother’s wardrobe, he discovers a multidimensional portal and decides to cross it: on the other side he would find Reamerei”, explain Enrico, Marzia and Davide.
The road to sustainability
Clothes, all made in Italy, are created using materials that are usually used for upholstery, giving it a new life. Organic cotton and regenerated denim are the protagonists when it comes to the use of upcycled materials. All the prints on the pieces are handmade by the boys and are born with the intention of rewriting the idea of femininity, mixing pain and pride.
“We have started a research path for sustainability starting from the fabric. In the case of the capsule launched after the lockdown, entirely ecological, we have not neglected the production system of the product. For us it is of fundamental importance to avoid any type of waste. Currently we are not a completely green brand but we try in every way to give importance to our sustainability goal “, say the guys.
The mission of the young founders is to develop a fashion brand oriented towards the future, that is, with the minimum possible environmental impact and with the integrated concept of give back. Part of the proceeds from sales, in fact, are destined for the planting of new trees and thanks to Together by Themoirè – which aims to create a dialogue between artisans and the values of the brand – supports minorities in difficulty through integration and social development projects.
The new Reamerei collection
The latest Reamerei collection, presented at Pitti Uomo Firenze, is called “L’Aria del Sabato Sera”. It’s about romance and desire, about an ideal situation where you can let go of the problems of the present and let yourself go.
Regenerated cotton and denim suggest an urban and essential spirit, meeting oversized volumes
and gathers that claim an authoritative femininity, through wide ruffled sleeves and imposing structured shoulders.
Once again, velvet embodies the passionate side of the collection, wrapping the body and altering it,
while the knitwear in pure virgin wool envelops with softness.
