PIETRO BOSELLI talks about launching his own sportswear label Petra Designs and his Collection
ABOUT THE BRAND
Pietro Boselli the PHD Math Lecturer turned Model has now turned designer ! Petra Design is the name of the Sports design label. Petra means rock in ancient Greek, and it is the natural element inspiring the brand. The logo is inspired by the Greek letter Pi, initial of Petra, and mathematical constant.
As a fitness model and influencer Boselli is promoting his brand entirely organically through social media and press with the support of loyal endorsers. He has designed his rage with sustainability and performance in mind, his designs are made from recycled plastics and are made ethically in Italy. The collections are designed in London where Boselli is currently based.
Petra design products are currently available exclusively and released in small batches, the Bosselli said he decided not to partner up with Chinese investors and instead grow his brand relying on organic growth only. Social media campaigns, limited editions drops, collaborations with key fashion players and ambassadors. Pietro says he likes to let the quality and design to speak for itself and confidently points out the fact that his products are both sweat and water resistant.
Most sustainable brands and garments that are not mass produced come in at a higher end price and Petra Design is no exception aimed at the more environmentally savvy shopper.
“We live in an ever more complex world,” explains Boselli, revealing how he drew up his business plan. “You have to be able to reinvent yourself and stay relevant to the times. Explore all your talents. And the same goes when starting a business — you have to be nimble, quick, adaptable.”
"You have to be able to reinvent yourself and stay relevant to the times..."
The items in the Petra range, including tank tops, technical shorts and t-shirts, were designed so they could be combined into several different, co-ordinating outfits, Boselli reveals.
“They allow you to perform a variety of different physical activities,” he says, “as well as look good going to and from the gym. Narrowing down the selection definitely encourages versatility, and the idea that less is more. This is also in line with current trends of maintaining a minimalist wardrobe.”
SUSTAINABLITY
With environmental concerns shaping big businesses, Boselli decided that his brand should also take an eco-friendly stance. The Italian calls sustainability an ‘essential’ part of modern business, and took steps to ensure that every Petra garment is as ethical as it is stylish.
“Having the garments made in Italy,” he explains, “means that we have access to state of the art manufacturing. Recycled textiles, recycled polyester from PET bottles or recycled nylon from fishing nets.
“It is important for consumers to recycle,” he adds, “but it is equally important for businesses to create a market for recycled products. This will eventually reduce the cost of recycling, making it more economically viable over time.”
Style
As a fashion model himself, Boselli recognises the importance of style. And so, despite function and sustainability being important to his business plan, the Italian knew that the cornerstone of his business had to be fashion.
“I wanted to achieve something that looks striking, but without being flashy,” Boselli explains. “Something that would endure the test of time not only in quality — but also aesthetically.
"I wanted to achieve something that looks striking, but without being flashy..."
“So the first step is visual inspiration,” he continues. “Followed by technical considerations. Like any multi-objective design problem encountered in the engineering field, we have to first lay out the objectives clearly, even if they contrast with one another. The garments have to look good, the fabric has to feel good — but also be durable. And so on.”
“It combines all of my life experiences as a lifelong fashion model, athlete and engineer,” Boselli rounds off. “And that’s why I wanted to make technical sportswear — branded as fashion.”
https://www.instagram.com/petra.design/
