Brand Profile
Mario Pastorini, founder and art director of the brand In The Box comes up with an idea in 2011.
He always had a passion for the vintage fashion industry; this is what drives him to revolutionize the
men’s point of view of socks.
He has always been in constant research of new international trends. He knew that until that day,
socks were simply an accessory, not a fashion item.
And that is when In The box was born.
He therefore creates a rigorously Made in Italy collection of socks with exclusive and rened patterns to choose according to the personality and style of each individual: from an understated and simple accessory to an iconic one to be matched with style.
Mario believes that an International environment stimulates minds to be innovative and contemporary.
That is why he designs, together with a team of young designers, a unique and original packaging for the socks.
The brand becomes a container for socks but especially of ideas.
Inside every box there is a whole world: Exclusive patterns, trendy colors, unexpected designs but there is also the constant will to experiment, to amaze and to continue to create, project after project, idea after idea.
2012-2015
In The Box presents at Pitti Uomo the Fall/Winter 2012 Collection. The outcome is very positive.
Top clients, journalists and insiders of the fashion industry decide to take interest in our brand.
In the same year, the slogan “sox in the box” is created: the concept of the packaging becomes fundamental to the brand.
Nevertheless, In the Box decides to go beyond designing socks and creates the first “capsule” collection including sweatshirts with patches recycled from the socks material.
In the Spring/summer collection of that year box shorts and T-shirts were created.
2015 – 2018
In The box continues to grow: Knitwear that match the patterns of the socks are designed.
The collection is presented with a new concept: The total look, by matching patterns from head to toes.
The brand establishes itself more and more in the Italian fashion market and the door opens up for the international market.
In only a few years the brand gained more than 600 prestigious boutiques and registers an increase of 70% in sales in only one season.
2019
Mario Pastorini decides that there is a need to innovate the brand.
In the box evolves once again with a new logo as well as a complete and rened restyling of the image of the brand by consolidating the interest about international trends and its passion for vintage.
Because there is nothing more innovative than vintage.
The Fall/winter collection is presented in January and the results are once again very positive.
The creative team designs Bandana sweaters, sweatshirts, hats and socks.
The Idea of total look is reinforced even more and becomes a trend that is adopted by many high-end brands. This is a confirmation that we have taken the right path.
After the success of the previous collection, we present an entire bandana “capsule” collection at Pitti Uomo SS20.
The main concept is vintage recycled bandanas. We decide to take on this project at full heart.
We know that it includes very hard work for the Team In The Box.
Mario selects American made vintage bandanas and together with the styling department cross-checks them one by one for quality because it is one of the requirements for In The Box Team.
By using vintage bandanas, each item produced is 100% unique and 100% made with passion.
Our philosophy is that when things are done with passion.