Camo was founded in 2007 by Stefano Ughetti in Biella, North Western Italy.
Lying in the foothills of the Alps, Biella’s high mountain pastures and abundant water supply make it ideally suited to wool production, for which the town is famed and Camo puts to good use; several different bottegas are used in production, each one specialising in a specific product or technique.
Local craft, manufacture and fabrics are therefore fundamental to Camo, celebrating and supporting the heritage and industry of the region. But while production draws on Biella’s natural resources, design philosophy is more personal to Stefano; the purpose of Camo is not to dress people but to put them in touch with what they want to wear. Camo collections have a theatrical air to them; a circus inspired dropped crotch or a colourful fleck in the wool allow for the expression of style but within the constraints of a society that necessitates disguise – a reference to the Camo name.
