AMIO Story

AMIO Firenze was created out of unconditional love for children and follows a simple approach:

We offer an uncompromising range of traditional Italian craftsmanship, selected raw materials, true sustainability, luxurious design, and unrivaled value for money.

It all sounds very tempting...but let's be honest, can a profit-oriented company produce in Italy, especially at these sales prices, and at the same time operate sustainably?

Yes!

How?

Well, to do this, we need to go into a bit more detail and explain AMIO Firenze’s motives in addition to its profit intention:

1. Stop disposable consumption .

The skills of our producers, who share their know-how Passing on the tradition through generations, as well as the raw materials used, results in the unparalleled longevity of AMIO Firenze items. We even welcome the passing on of previously purchased items, for example, to the next generation, friends and relatives who are parents themselves or already parents, as well as secondhand sales of our items by our customers. In summary, our items survive a conventional washing machine without losing color or shape.

2. Stop greenwashing and exploitation of developing countries.

At AMIO Firenze, we place the highest value on humane production in Italy that ensures a secure livelihood for all involved. In doing so, we not only strengthen the European single market and the future of the European textile industry, but we also avoid causing additional suffering in this world. The textile industry's supply chains remain largely opaque, and Far Eastern production facilities do not meet our standards of human dignity and fairness. Far too rarely is the tragic fact that Far Eastern articles are initially transported across the oceans must be "preserved" with toxic chemicals before they reach European retailers. AMIO Firenze items are pre-washed and pre-ironed, untreated, and "ready-to-wear." Furthermore, we also keep our resource consumption extremely low through short transport routes, as even the packaging material is produced in Italy.

3. Put an end to the persistent prejudice that "Made in Italy" is unaffordable and that fast fashion is the only affordable alternative.

If you compare AMIO Firenze 's pricing structure with the added value of our products, any comparison with the textile giants becomes unnecessary. Durability leads to less wear and tear, meaning customers spend significantly less. Furthermore, every AMIO Firenze item saves a wash cycle. Extrapolated to the needs of a newborn, this is a significant amount. Last but not least, our selling prices are extremely competitive, allowing us to offer significantly more attractive prices in some segments. Finally, everyone has to ask themselves how much they truly value the intrinsic value of AMIO Firenze products, if neither people nor our planet have to suffer so much for our products.

But how does AMIO Firenze manage such a pricing structure? And why don't the "big players" simply follow suit?

Looking back a few decades, entire European regions were known for their textile production. Each region projected its individual charm and culture onto the respective textiles, thus contributing enormous diversity to the market. These regions still exist, but smaller in terms of production volume and with different focuses. The key catalyst for this change, however, was the economy itself. Corporate structures are known to lead to pressure from shareholders to operate even more profitably. This directly led to outsourced production facilities, which is not necessarily a bad thing. However, if one sets aside all illusions, this comes at the expense of stakeholders, starting with employees, the environment, and ultimately every consumer, who has to make compromises in quality and/or sustainability.

AMIO Firenze is not a corporation and doesn't aspire to be one. There's no shareholder pressure. As a family business, we can operate with more flexible and healthy margins, allowing us to offer, for example, a romper "Made in Italy" for under €30.

However, we as a society can only achieve real change through the decisions of consumers themselves.

What do you choose?