Welcome to our New Website series, where twice a month we’ll feature an e-retailer that we love and know our readers will too. Whether it’s an old but under-the-radar favorite or a newly launched label, you’ll want to report back to your friends with the findings (or maybe keep them to yourself)!
Unique, art-inspired, unexpected, seasonless, wearable, and overall awesome—these are just some of the adjectives that came to mind instantly after stumbling upon Barcelona-based brand and website Paloma Wool. It's a site where you can find not only the coolest clothing, but journals, vases, shoes, and endless inspiration from the sites distinctive lookbook and product imagery.
Naturally, we were intrigued, so to find out more about the project, we recently tapped it's creator, Paloma Lanna Santaolalla, who, luckily, answered all of our most pressing questions. Scroll through to read the full interview, and then continue to shop our top picks from Paloma Wool!
WHO WHAT WEAR: Can you give us a brief history of when, how, and why you launched your brand and site?
PALOMA WOOL: Paloma Wool started two years ago. My parents founded the brand Nice Things Paloma S 25 years ago. I grew up with both my parents, and through their travels to Japan, New York, Portugal, China, India, and Turkey I learned about how things were done. They always pushed me to start my own project, but my approach was not clear to me until I realized I had to combine my interest in art and photography with my interest in fashion. I was more anxious to explore artistic disciplines than anything else, and how that in turn influenced how I looked at how I wanted to dress.
WWW: You carry an eclectic range of items beyond just clothing. Can you tell us about your offerings and how you go about curating them?
PW: I think of Paloma Wool as an artistic project. The possibilities within are endless. So far we have collaborated with international artists creating unique ceramics, designed limited editions of silk scarfs with people we admire, bathed in waterfalls to re-create an image we had for a print, painted on a female body to express beauty, and photographed our friends to express how the people around us inspire us every day.
WWW: How does social media play into your business?
PW: Paloma Wool only exists online (for the time being). We have a website and our Instagram account. We live through both these channels, communicating our every day. It is important for us to feel close to our followers.
WWW: What pieces in the collection are you most excited about at the moment?
PW: I'm especially excited about this new corduroy collection; it's all I want to wear all winter. I'm still into wearing one color every day.
WWW: What’s your single most popular piece among customers right now?
PW: Our Leandra shirt.
WWW: What makes Paloma Wool different from other e-retailers?
PW: I feel it’s that every idea, every piece, every photograph, and every word comes from one initial feeling. Everything is connected and has a reason. I work surrounded by friends, and that advantage and happiness comes through every piece we create. On another han,d I reject the fashion industry; I don’t believe in its rules, seasons, sales, and tendencies. Paloma Wool is a free project. There are no rules.
WWW: What can we expect coming up from the brand?
PW: Anything. We'll soon launch our second book, which will narrate the brand's second year. We are also launching our firsts bags, earrings, and our second collection of shoes. We are also preparing a series of collaborations with people we really admire.
SHOP OUR PICKS FROM PALOMA WOOL:
Simple yet affective—what more could you want from a shirt?
Wear this top tucked into high-rise jeans.
Sling this over your shoulders to add some texture to any outfit.
The perfect color to liven up an all-black look.
We want to live in this all season long.
This top has us longing for the summer heat again.
White shoes are all over our radar at the moment.
Do you have any favorite sites you’d like to see featured next? Share them with us in the comments!
Opening Image: @BertaBernad