After opening its first store in a shopping mall, Isto arrives in Porto and Berlin – NiT

After opening the first store in a shopping mall, Esto arrives in Porto and Berlin

The opening in Amoreiras, in July, will be followed by pop-ups. Final arrival in the north of the country will come soon.

New store in Amoreiras

All things considered, there are three new stores where you can find Isto pieces. In just a few months, the expansion plan has brought the Portuguese brand to more customers in Lisbon, Porto and Berlin.

The onslaught began in July, when the first store opened in a shopping mall. The fourth space in the capital is in the Amoreiras Shopping Center and reveals a new vision for the brand that was created in 2017.

“Until now, all the physical stores have been located in very typical neighborhoods, Campo de Ourique, Chiado, Principe Real. “We wanted to try a version that stands out, but still different from the rest,” explains Leonor Ferreira López, marketing director of the brand, to NiT. But this does not mean that Isto will become a regular presence in this type of commercial space.

“We don’t want to open more centres. This is not the goal. We wanted a shopping mall experience, but with a prime location, hence Amoreiras. The scale remains the same, as does the decoration, in this case designed in collaboration with architect Duarte Caldas’ studio DC.AD.

“It always includes notes of color, but also includes transparent elements that act as a metaphor for the brand concept, which greatly enhances the concept of transparency.”

New is its arrival in Porto, thanks to the pop-up concept that opened on October 20. What’s best: The store already existed and was owned by Latitude, which opened the way for the partnership. Thus, from October until December 30, some of Esto’s works will be hosted in the Foz do Douro space.

The Porto pop-up will be open until December.

“It is half of the Latitude store. “We moved towards this partnership because Porto is one of the goals that we have had for a while,” explains the person in charge. There you will find part of the brand’s permanent collection due to “space limitations,” and the selection follows the rule of “adaptation to seasonality.”

“We have more winter products, because the north is always colder and rainier,” explains the store, which is located at number 107 Rua da Esplanada do Castelo and is open from Monday to Saturday, from 10:30 a.m. to 7:30 p.m. It is a windowless selling point where there is no room or time to beat around the bush, a “bridge to brand positioning.” One of the signature elements remains the blue color, which can also be seen in the Chiado and Campo de Ourique stores. The size is also on par with other spaces in Lisbon.

The new scent is still present at the pop-up store in Berlin, which opened its doors on Friday, November 3. A natural result of the ambition to internationalize the brand, as well as the strong demand for online sales. In fact, Easto was born into a specifically digital world.

“Germany, the UK and the USA are our main markets,” recalls the marketing director. “We had already done pop-ups in London and Berlin in the summer. Now we had the opportunity to extend our stay in Berlin, and since we were very well received, we continued working.

Easto story

In July 2017, Vasco Mendonça — one of the authors of Nobody Pages The most popular football talk on Facebook, “Um Azar do Kralj” —, Pedro Balha and Pedro Gaspar have come together to launch ISTO, a men’s brand of t-shirts, oxfords and handbags made from organic materials.

The three met that year, when they started working together at Uniplaces. “In conversation, we realized that we liked the same type of clothes. In fact, we had a common dissatisfaction: we liked pieces from the American brand Everlane, which does not deliver to Portugal,” Vasco told NiT.

When it comes to the name, choose an acronym. The letters stand for Independent, Magnificent, Transparent and Organic, i.e. Independent, Magnificent, Transparent and Organic, which are the four pillars defined from the beginning.

The pop-up in Berlin is open until April

At the time, the brand was known for its transparency, as the website had (and still has) all prices broken down, from production value to transportation costs and raw materials. Later, in 2018, the three friends decided to create a three-piece women’s collection. An experiment, but they abandoned it, as we told you.

They opened their first physical point of sale in a large 19th-century room in Palacio Ribeiro da Cunha, in Príncipe Real, in Lisbon, in mid-December 2018. This was followed by a second point of sale in Campo de Ourique, in 2020, and a third opening in Rua Nova da Trindade, in Chiado, in 2021.

Regarding prices, prices range from 38 euros, in the case of shirts, to 245 euros for jackets. The new version is also on sale now at location From the brand, between XS and XXL, each pair of shorts is priced at 80 euros.

Click through the gallery to see more photos of the new Isto stores.

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