Along with high-quality craftsmanship and timeless style, what sets the Portuguese clothing brand ISTO apart is its commitment to transparency. Not transparency as in see-through fabrics, but transparency in understanding exactly where your money goes.
“Isto” means “this” in Portuguese, and here it’s a statement that what you see is what you get. It’s also, according to the company, shorthand for “independent, superb, transparent, organic.” The clothing line, which began with a simple linen Oxford shirt and a classic white T-shirt in 2017, now includes a range of basics for men and women, but all hold true to those ideals.
Both in the online shop and in the Lisbon boutique, each item is presented with a price breakdown, showing the cost of everything from fabric and buttons to shipping and labor, and then a summary that shows the true cost, ISTO’s price, and what a comparable item might cost in a traditional retail environment. (Hint: That’s generally considerably more.)
But the idea isn’t to restock and restock from each season’s collection. Rather, ISTO specializes in timeless basics—linen Oxford shirts and striped and solid T-shirts in muted colors—that are meant to last.
For more information, visit the ISTO website.
ISTO
Mobile: +351 917 578 186
Email: hello@isto.pt
Lisbon | Príncipe Real: Praça do Príncipe Real, 26
Lisbon | Campo de Ourique: Rua Tenente Ferreira Durão, 70
