Celebrating imperfection as the new aesthetic of beauty, and embracing the pioneering spirit, we are here to tackle fast fashion’s status quo, to honor the organic rebellion and to celebrate sustainability, thus inspiring a positive change to life on earth.
As children of this Bytes & Silicon Age, we believe that our mission dwells in adapting the archaic values to the modern ambiance, on the same old principle, like the Poet said once:
”Other masks, same play repeated;
Different tongues, same words to hear;”
Hence, we dream up to weave a new reality by reviving one of the most cherished, and perhaps blasphemous, legacies of our ancestors – the hemp plant.
Having a millennial history on Romanian soil, archaeobotanical evidences reporting it since the Neolithic period, being processed by the early Thracian tribes from Dacia and elevated to an art level during Communism, this green grass has enjoyed a true carousel experience: from a divine grace status to the seal of the devil, from the token of normalicy to the badge of resistance and from its quintessence in the peasant’s household to a mere taboo in our contemporary urban jungle.
Fortunately, as it happens with seasons and life, in general, hemp actuality is cyclical. Moreover, in the light of today’s events: record carbon emissions, progressive global warming, accelerated burning of fossil fuels and hazardous deforestation, hemp re-vitalization becomes an impetuously necessary element for our planet’s future.
For such reasons, we have opted – as a brand blazon – for another sacred symbol of our indigenous folklore, namely, the cuckoo; the libertine and the rebellious bird, the eternal wanderer who never makes a nest of his own and a central figure of the Eternal Recurrence, the cuckoo bird is our totemic animal under whose wing we wish to revive and reinvigorate the Romanian hemp.
Supporting the local artisans and working with responsible manufacturers – De IONESCU’s apparel being entirely handcrafted by Romanian cloths and hands –, our vision consists of developing ethically and harmoniously the whole value chain of hemp: from crop to shop, from the green grass in the field to your garnished clothing.
Invoking a bohemian, authentic and neo-ethnic style, we devote our artistry and delicacy to create timeless garments , for the eternally young hearts of those who still believe in the natural flawed beauty.
And for our work not to be in vain, for tomorrow’s veterans – village school children – we donate 5% of the profit. Like the peasants use to say: ”If John didn’t learn, at least Johnny should!”