“Managing with freedom”: this is the motto of an entire generation, and this is why youth, culture and nostalgia have stuck together in a line without gender. We are talking about HWF, born at the beginning of 2019 by Giotto Calendoli. Born and raised in Italy, he pursued his passion for cuts and wearability, starting with the legacy of his grandfather’s 50s clothes he never met. His grandmother, instead, gave them to Calendoli and always said: “Handle them with care”. The transition from the concept of Care to that of Freedom then comes from the great desire to be free to look at the past but also to dream of a bold future.
In this logic, HWF focuses on garments of high quality and always ecological design, both for men and women, in its unique range of outerwear, leather, trousers, knitwear and headgear. And he’s not just making clothes: his goal is to change the way we see clothing. Combining old-school tailoring with unusual individuality, HWF is a total look for those who dare to wear their own trends.
The result of an era overwhelmed by the trends of the moment, the mass to follow in absolute confusion and the lack of personality in the search for a story, a memory to tell: HWF is born from the many warnings received, from the desire to express their freedom by wearing clothes that reflect one’s soul, one’s belief. The philosophy is to create quality garments that everyone can wear without worrying about the season or the trend of the moment, with the simplicity of being themselves even in the way they dress.
Because, as company executives explain, HWF does not create collections for different sexes but for one and the same sex, the Human Being: “We are all created by 72% of water, We Are All The Same!”.