I think developing the name for this brand was one of the hardest things I’ve ever done. Not hard like lifting 1000 lbs, but hard as in learning a perfect handstand. Once you got the balance it’s absolutely easy and you stand on your hands effortless, wondering why it took you so long. But until you get there you need patience, endurance and force of will. It’s a constant fail, a constant struggle. You know that SOMEHOW you can keep the balance on your hands but there is no way to understand how, until you’ve got it.
Looking back, thinking about the name, d-stinto…now it’s crystal clear. It conveys everything, it is specific, but includes everything important. It’s so easy. But it was so hard.
There was this feeling inside me, this urge that had to be expressed, but I just couldn’t find the right word, phrase, name that would do it justice.
I love fashion, to travel, to work out, music…I love life! I love work hard for the things I love and excel at them! And excelling at something, usually makes you different!
I never really decided that I wanted to be different, I just had this inner urge to not be part of the bland, generic grey something that everyone else was ok with to be in!
It seems that not everyone has the knowledge, the tools or the resources to express themselves the way they want, but I firmly believe that everyone has the inner urge. This inner urge to be different, unique, distinct. Some express it in the way they dress or groom themselves, some in their way of life, their lifestyle, some in the goals they pursue and others in their free time activities.
Even though I don’t like to brag and I don’t try to impress anyone with anything I do, I still always push myself to be distinct. Instinctively.
Distint. Out of instinct. Instinctively distinct. d’istinto distinto. d-stinto. d|stinto.