ORIGIN
We begin with pure Italian wool because we believe it is still a largely undiscovered heritage. We do not revive it out of nostalgia: we choose it for what it can become today.
MDL MANIFESTO · DRAFT 01
POP by CHOICE.
Italian by HERITAGE.
Magazzino della Lana begins with a clear choice: to produce in Italy, starting with Italian wool, without turning quality into a privilege.
Its roots are in Valdagno, within a textile culture that is part of our history. But MDL is not confined to one place: it begins here to speak to the world.
ITALIAN ROOTS · AN OPEN VISION
MDL / 01—07
Seven points to begin with.
WORK
Quality is not created by squeezing labour. Every company in the supply chain must be fairly compensated, work well and retain the ability to invest in its own future.
MEASURE
We will produce within the limits of the available material and the real capacity of our supply chain. Quantity does not come before quality, and growth must not sacrifice what makes MDL possible.
ACCESSIBILITY
A high-end garment can have a coherent price. Accessible does not mean lesser: it means removing the artificial distance between a garment’s value and the person who wants to wear it. The price will be fair from the start. This is why MDL will not hold sales.
TRANSPARENCY
We will say where the wool comes from, who works it and how every garment is made. We will show the supply chain and speak just as clearly about limits, delays and mistakes. Transparency only matters when it can be verified.
LONGEVITY
We want timeless, genderless garments made to be worn for years, cared for and passed on. Heritage is not an image of the past: it is what continues to hold value in the future.
GIVING BACK
Profit must allow the company and its partners to grow well. Part of the value created must also return to culture, art and those who defend human dignity through tangible action.
MDL / OPEN TO THE WORLD
We do not want to remain
the exception.
WE DO NOT SIMPLY WANT TO SELL.WE WANT TO EARN THE RIGHT TO BE CHOSEN.
The market changes, and we will change whenever change means doing better. But not everything is negotiable: the origin of our materials, respect for work, restraint in production, transparency throughout the supply chain and a fair price from the very beginning are the foundations on which MDL is built.
We do not consider these principles a statement to display, but a method to be tested, garment after garment. If MDL grows, it must do so without losing what made it necessary in the first place. For us, success will not mean producing more and more, but proving, garment after garment, that things can be made differently.
ITALIAN BY HERITAGE.POP BY CHOICE.