Every new brand has its own philosophy, its own world, so what’s behind DO NOT IRON?
DO NOT IRON IS A RANGE OF UNIQUE HAND-EMBELLISHED T-SHIRTS
DO NOT IRON is a high quality 100% cotton (or cotton and 4% elastane) t-shirt with a swatch of unique fabric hand-sewn by Mum…. The swatches are chosen from the thousands we have found and kept carefully over the years, waiting for the right idea, this one! The swatches may be in technical fabric, lace, bright colours, glittery or sequinned, but each one is unique.
They are called DO NOT IRON not because they are made from non-iron fabric (even though the cotton t-shirts are especially selected so they don’t crease), but because we invite, even order, you not to iron them!
DO NOT IRON is an instruction, written on a label as part of the design, a unique, hand-stitched t-shirt that shouts out: DO NOT IRON!
Don’t do it. You don’t need to. You’ve got better things to do.
DO NOT IRON t-shirts make us feel good, even when they’re not ironed they complete our look, they are like friends. Our best friends.
The ones that cheer us on.
Because often, when we women don’t feel attractive enough, or thin enough, we want to look in the wardrobe in the morning and find that thing that helps us to be ourselves. To be fashionable.
Because fashion must be understood as the way to express ourselves and our personality simply, without following the trends of the moment but rather creating our own. It’s fashion that has no collections or seasonality but is always valid. Perfect every day, summer or winter.
And all without being ironed.
DO NOT IRON means feeling beautiful yet at ease, comfortable but unique, fashionable yet ourselves.
DO NOT IRON IS A T-SHIRT
And what other piece of clothing is so essential, the “must have” of every woman’s wardrobe?
The t-shirt is timeless, it can be casual or chic depending on how you style it, your own combination of colours and fabrics.
With tight jeans and high heels, it is assertive.
With a suit it becomes professional.
Discreet at dinner with grandma, it becomes bon-ton.
Sweaty at the disco, it starts to smell.
The t-shirt has a thousand faces, and a thousand styles. It certainly has character. Do Not Iron is making it unique.
DO NOT IRON is a brand of fashionable, original women’s t-shirts.
DO NOT IRON IS UNIQUE
What makes the new DO NOT IRON brand special is its unique t-shirts: and by unique we mean one-off pieces.
The t-shirts for sale on-line on this website are designed, created and sewn as unique pieces, there is only one of each model.
See it, like it, picture it your own and buy it on-line. Yours, and only yours. There is no other one like it anywhere in the world. You wear it.
You become the model for a unique, inimitable garment.
DO NOT IRON IS A WOMAN’S T-SHIRT YOU DON’T HAVE TO IRON
DO NOT IRON is a creative brand of unique t-shirts that YOU DON’T HAVE TO IRON, and that’s what makes them original, cool and beautiful.
Not only do they not need ironing but they must not be ironed, because ironing is a waste of time.
Because we have so much else to do every day, we don’t want to complicate things any more: we have to put up with our mother in law, clean up catsick, pay the bills, straighten our workmates out. So why waste time and energy on ironing a t-shirt? A good folding never hurt anybody.
Buying a DO NOT IRON t-shirt for yourself or someone else is a gift. The best gift ever: time.
Not ironing your clothes but wearing them anyway, and feeling great, comfortable and attractive, is our goal for the women of today.
Enjoying more time by not ironing is such a simple yet revolutionary message.
It is our message, the message of DO NOT IRON: be beautiful, be original, wear a DO NOT IRON t-shirt and live your life!
DO NOT IRON IS HAND MADE, AND THEREFORE HAS SOME IMPERFECTIONS
Imperfection is often linked to ingenuity, and ingenuity is but the product of human hands and brains.
Nothing industrial, but Italian genius and creativity, born from patient, loving and skilful hands that add passion to all they do: Mum’s hands.
DO NOT IRON is the result of a creative business idea, that of a group of women who work passionately in the communication world, and above all the result of the hand-made skills of Mum, Luisella.
She is the one who has worked with the precious swatches of fabrics, she has matched them to the t-shirts and sewn them by hand, “sewed by mum” it says on the label, to create DO NOT IRON: a t-shirt with unique hand stitching.
Born from a creative idea, the DO NOT IRON t-shirts have grown into an original, well-made and unique product, on sale on-line.
DO NOT IRON boasts all the features of hand-made products: uniqueness, creative imperfection, originality.