"Bliss, Without Tension": Interview With Enrico, Founder of Est Clothing The multi-platform project of EST CLOTHING: shop, newsstand and a club

It's no secret that in this time of emergency many industries are suffering from the consequences of COVID-19. There are a lot of them that still don't know how they're going to survive the pandemic. The fashion industry is one the most afflicted by Coronavirus, especially when it comes to emerging brands: to front the situation, those brands are studying new ways to adapt and rise from the crisis with new initiatives and projects.

Est clothing is one of them: its founder Enrico is a young entrepreneur who's experimenting many creative and original solutions to survive these hard times and be ready to face the so-long waited "second phase". nss magazine "virtually" met him to discuss the new possibilities of his store and of fashion.

"EST" is for...

EST can mean many thins, as: “Essere Sempre True” ("Be Always True"), a basic condition for the human being; “Estasi, Sana Tensione” ("Bliss, Without Tension"), a way to describe an emotion; then my favorite, “Estraniarsi Senza Telefono” (Estrangement Without Smartphone"), which is what happens when we're surrounded by nature.

What's the hallmark of Est?

We're trying to recreate an atmosphere that crosses every project we're focusing on, along the collections. Est communicates with many, yet specific languages and forms. My idea is that of communicating using three different spaces: the shop, both physical and online; the newsstand, that includes Est radio (a web radio by Est) and Est comics (a comics project); then the club, where every customer of Est can go dancing and partying every Friday night.

If you'd have a magic wand, what would you hope for Est?

The state of grace we had back in 2019.

If you'd have a time machine, what would you change?

I missed the opportunity to live as a student abroad, in any other city that was not Milan. It wouldn't matter if it was Venezia, Gioia Tauro or Santa Barbara.

What's your advice for all the young entrepreneurs out there?

Don't be too loyal to yourself: reality is always -changing, don't miss the chance to be inspired by your self-confidence and your personal aesthetic.