In an era where fashion runs fast, 0770 chooses to slow down.
With the capsule Permanent Icons, the brand returns to its roots and reintroduces thirty archival creations — timeless classics that have marked its journey.

This is not about looking back, but about reaffirming a principle: the true strength of fashion does not lie in the oblivion of novelty, but in the permanence of meaning. Each piece is born from the same philosophy that has guided 0770 from the very beginning: not fast fashion, but radical craftsmanship, designed to last and to evolve with the wearer.

The decision to bring back the classics is not only aesthetic, but also ethical. It means affirming that what is well made does not need to be surpassed. It is an act of ecological responsibility: producing less, but producing better; creating with care, made to order, without stockpiles or waste.

0770 is a small independent brand, moving far from industrial logics: every piece is built by hand, with slowness and precision, becoming an intimate and personal object. Reviving must-have designs from the past means giving continuity to this vision and reaffirming that craftsmanship is, today more than ever, a political gesture.

Permanent Icons is therefore more than a capsule: it is a manifesto.
An archive that returns, is reborn, and projects itself into the future, carrying with it the proof that fashion, when authentic, can be eternal.