LUCE NUOVA

Our Story

Everything began with a simple question: Where has all the soul gone? In a market saturated with minimalism and the cold grace of brutalism, we felt a deep longing for the textures, colors, and stories that connect us to our heritage. This led us on a mission to seek out and partner with the most creative and original cloth makers in the world—those who share our vision for a more culturally-rich and artistically-inclusive future.

This project is a fresh start. We exist to represent the art and culture that is currently being overshadowed by a dominant Western narrative of stark aesthetics. We believe that the intricate embroidery of a village, the bold patterns of a traditional ceremony, and the unique vision of a local painter are not relics of the past, but vital ingredients for a vibrant future.