There’s a new Italian kid in town.
It’s called Uashmama (read as “wash-mama”), a lifestyle brand that crafts beautiful paperbags and various styles of clutches, hand bags and backpacks made from an innovative “washable paper” material.
Made from cellulose fiber that’s stretched and tanned to withstand washing and daily use, “washable paper” has the look and feel of authentic leather but with the weight of paper. It’s strong and light at the same time, which makes it easy to wash and fold. The material is flexible enough to be turned into handsome products, but is firm enough to withstand years of use.
While Uashmama entered the Philippine market three years ago (exclusively distributed by INEXPH) through an online shop and pop-up bazaars, the brand found a loyal following among discerning locals.
In August Uashmama opened its first-ever store in the country. Located at the Shangri-La Plaza in Mandaluyong City, the store features freshly designed products.
Aside from the good-looking bags, the brand will soon introduce a new line of home products that’s sure to excite the local market. The store’s look and feel is consistent with the other Uashmama stores in other countries (Italy, Australia and Poland). The minimalist look is characterized by elements in natural wood and iron. It is clean, linear and modern, yet warm and inviting. Plants adorn the shelves to complete the overall natural vibe.
Proudly made in Italy, products are distributed in various parts of the globe today, thanks partly to an increasing number of shoppers who prefer more artisanal products and handmade items.
These days, consumers seem to shun mass-produced items, choosing instead to embrace products that are more personalized, one-of-a-kind and environment-friendly.
The “washable paper” is a rather interesting material. Vegan fats are used to make it more resistant, while vegetable dyes are used to color them. Highly skilled artisans use a combination of traditional instruments (including century-old stone rolls) and modern technology to create the products.
In other words, the entire process, from sourcing to production, has always reflected respect for both people and the environment.
To celebrate the store opening, Uashmama has partnered with interior stylist and lifestyle blogger Marilen Montenegro, who will conduct free one-one-one styling sessions with the first three customers who will purchase P20,000 worth of products.
Marilen’s portfolio as a successful interior stylist includes private residences, condos and luxury resorts.
She’s a lifestyle blogger with a keen sense of aesthetics and a mother who understands the importance of function and practicality. Uashmama decided to collaborate with her as she is also an advocate of all things natural, simple and beautiful.