FASHTALKS WITH CANUSSA

What is the earliest design memory for your brand?

I used to travel around very often with my laptop, and I struggled to find a bag that was both stylish and practical. I felt I had to choose between a practical or a stylish bag, why could I not have both?

What inspired you to name your brand?

Canussa comes from my surname, CANO, which in Latin is CANUS. I lived in Italy, and I am in love with Italian culture, so I wanted to add a double S to it to bring into it my passion for Italy and the final A to be a feminine brand.

Where do you find inspiration?

I want Canussa accessories and bags to be stylish and minimalistic while being really practical for the daily basis, so I find inspiration in daily life.

What is your favorite part about designing?

I love it w4rhen someone likes what I design, when someone sees and feels a Canussa bag, and I can feel they really fancy it while appreciating the effort we put into it.

What sets your brand apart from the rest?

I do not think there is one unique specific characteristic that sets our brand apart but a combination of several: design, functionality, quality, durability, ethics, etc.

“We believe in order to be sustainable it is important to prolong the lifetime of fashion products.”   

What do you envision for the future of your brand?

We would like to keep working towards circularity and to become one of the top high-quality vegan and ethical brands.

Do you have a favorite piece that you have designed? 

It is difficult to choose one but I would say the Hybrid is probably my favorite one because it is really stylish and functional. I especially love the fact that I can wear it in 5 different ways so I can use it for many occasions, both formal and casual.

What were some hurdles you had to overcome in your business?

When I decided to create Canussa in 2017, I had no experience within the fashion industry and I decided to start this business on my own, so it was a real challenge to start a business without contacts or the knowledge to design and manufacture bags.

What is the one piece of advice you would give to a new designer?

I would say that this is a long and hard journey so you should be sure you are really passionate about what you want to do, otherwise it will be even harder.

“I believe fashion should move towards more quality, less quantity and to be able to do that, designs have to be timeless and not follow any trend.”

How important is social media to your brand?

Social media is very important for us, but we also like other ways to get people to know us. Social media used to work very organically but now it is very difficult to get visibility without paying for advertising, so it is difficult to compete with larger companies.

How did your brand navigate and overcome the pandemic in 2020?

The pandemic has, of course, had a negative impact on the fashion industry, but we decided not to give up, looking at this situation as a temporary crisis and working even more towards digital channels.

What is the most important thing you would like your brand to be recognized for?

Durability. Nowadays, there are many sustainable brands, and we believe all brands will be “sustainable”, but very few focus on durability, and we believe in order to be sustainable it is important to prolong the lifetime of fashion products.   

What is your favorite fashion trend? Least favorite?

I do not follow trends; I believe fashion should be timeless. Some trends are created as a plan to create programmed obsolescence, so consumers overconsume, which is one of the issues that is contributing to pollute our planet and generate lots of waste. I believe fashion should move towards more quality, less quantity and to be able to do that, designs have to be timeless and not follow any trend.

Do you find it difficult to have a brand based in Valencia? What are the perks versus the challenges?

In Valencia, we have got some of the best artisans in the world, so actually it is a good place to be. Nowadays with technology, it is possible to work anywhere in the world, and Valencia offers an amazing quality of life compared to other big cities.

If you could go back and tell yourself one thing before beginning your career, what would it be? 

To work in something you are passionate about, you have the potential to add value that can have a positive impact on society.