Luxury should be defined by the quality of the product, not by the logo or the price tag. Luxury now is about status and marketing, but it wasn’t always this way. Luxury once represented exceptional materials, beautiful design, and excellent craftsmanship. But, as the industry has evolved, quality has become secondary to the bottom line and the marketing machine. Italic was born to challenge this notion and to return to a more egalitarian past: a world where an aspirational lifestyle and beautiful products that people would consider luxuries are made accessible to everyone. We believe that luxury should be defined by the quality of the product, not by the logo or the price tag.