It’s 1972 when Maurizio and Isabella open one of the very first denim factories in Italy. In Urbania; later known as La valle dei jeans or The valley of jeans, Maurizio’s passion for craftsmanship and beautiful jeans comes to life. Besides producing jeans for well-known brands, Maurizio decides to set up his own label and names it after the love of his life, Isabella Garcia.

A brand is born.