OPEN LETTER: HOW DID WE BUILD ISKIA?

I'd love to tell you about how we built the brand based on commitment, dedication and courage, but the truth is that all of this is the result of mistakes and lessons learned. If the beauty of life and of this project is truly the journey and not the finish line, in these lines you will find the path and the lessons learned over the years, hoping they will be useful for those who always look at the world in color like us.

• MAKE MISTAKES FAST . They say you learn by making mistakes, so the sooner you make a mistake, the sooner you learn something new. And the sooner you learn something new, the sooner you change your perspective.

• STAY UP LATE . Totally counterproductive when your alarm goes off early, but I guarantee you weird things happen when you've gone too far, you've been up too long and you're separated from the rest of the world.

• ASK STUPID QUESTIONS . Growth is fueled by desire and innocence. Evaluate the answer, not the question. In many cases the wrong answer is just right but looking for a different question. Imagine learning all your life at the pace of a child.

• DON'T BE COOL . Cool is the fear conservative dressed in black. Free yourself from limitations of this kind.

• DO NOT CLEAR YOUR DESK . You may find something in the morning that you can't see tonight.

• LAUGH . People who know us or have worked with us are often surprised at how much we laugh. Since realizing this, I've been using laughter as a barometer to gauge how comfortably we're expressing ourselves.

• POWER TO THE PEOPLE . The game only starts when people feel they have control over their lives. We cannot be free agents if we are not free.

Last but not least, repeat yourself: if you like it, do it again. If you don't like it, do it again.

With best wishes,

Mattia, Gianluca, Alessandro