This is a question asked last week by a journalist who wanted to know about me and how I started CASTELLANO. In my office in London I decided to write the following letter to let you know the objective behind my company.
What make us unique is the human emphasis we put on each bag we sell. It’s not just a bag – it’s a life story!
We empower Colombian indigenous women and we strive to make a positive impact on their society.
Our ultimate goal is to gain the trust and respect of people everywhere, just as we have done with the local tribes and communities. We want you to believe in us and identify with our mission. We want to touch your heart and connect you to a far-away corner of the world.
We are different because we have spent time living with the Wayuu and Arhuaca women and communities, in their precarious conditions to understand how they live, why they weave bags, and what are the main social issues they face daily.
We asked ourselves: 1) How can we help to solve their problems through our products? 2) How can we tell their story to the world while showing the beautiful side of their craftsmanship? 3) How can we make consumers aware of the issues?
We are also different because we want to connect two worlds - the indigenous, native world (origins and culture, traditional handmade items) and the world of luxury fashion (wealthy, high-end consumer fashion).
Castellano aims to keep alive the heritage, tradition and the culture of the Colombian indigenous tribes.
We want to demonstrate to the world of fashion that we can design luxurious and innovative products that are still 100% crafted by hand. Products that enhance and celebrate the traditions, while helping today’s communities.
We also want to show the humanity behind each piece of art. We want to be game-changers. We want to be a brand that respects human dignity. We want to disrupt the status quo of high-end fast fashion.
We believe in cool, ethical, luxurious products with a strong social mission. This is what Castellano is all about. I want to make a real impact and I want CASTELLANO to be popular because it raises awareness and can help to make our planet a better place.
I want to challenge big corporations and brands. Through my example (and success I hope) I want to challenge them to do more for the communities with which they work. My project is a clear representation of the millennial generation.
My mission in life is to make my idea become a reality.
Follow me on twitter: @DaniCastellanoM