Fortela: The Gentle Rebellion
In a Milanese apartment disguised as a store, Alessandro Squarzi and Matteo Fondi are quietly rewriting the rules of modern menswear — one timeless garment at a time.
Milan has always understood style, but true character lives slightly off the official map. On Via Sirtori, behind the door of Fortela’s concept store, fashion gives way to something rarer: a universe built on memory, craftsmanship, and instinct. The space feels less like a boutique and more like stepping into the private world of someone who has spent a lifetime collecting stories — military jackets, Japanese denim, vintage books, and objects carrying the quiet poetry of time.
Meeting founders Alessandro Squarzi and Matteo Fondi there, you quickly realise Fortela isn’t chasing the rhythm of fashion seasons. It operates on a different frequency — slower, deeper, more deliberate. What began as a fascination with craftsmanship and culture evolved into a philosophy: garments designed not just to be worn, but to live with you, age with you, and one day perhaps be rediscovered as the vintage of the future.
1. Fortela feels less like a fashion brand and more like a philosophy. What was the original instinct behind it, and when did you realise this project was something deeply personal rather than simply another menswear brand?
Fortela was born from a desire to create more than just clothes. From the start, it was about crafting pieces that last, that can be passed down — a philosophy rather than a trend. It became deeply personal when we realised our ideas about lifestyle, quality, and culture were reflected in every stitch and fabric, making Fortela an extension of who we are.
2. What is the brand’s identity and what do you think people should feel before or after buying Fortela?
Fortela is timeless. It doesn’t chase trends; it creates pieces to be cherished. People who wear Fortela acquire something unique — a collectible item made to last. We want them to feel connected to the philosophy behind the brand and experience the satisfaction of owning something crafted with intention and care.
3. Before Fortela existed as a label — and before the Milan store — what was the shared vision between you? Was there a clear idea from the beginning?
Before Fortela, Matteo and I didn’t even know each other. We became friends first, then partners. Our shared vision emerged from common values: a love for craftsmanship, thoughtful design, and a lifestyle rooted in quality and culture. It wasn’t a rigid business plan, but a philosophy we both believed in.
4. Military, workwear, and archival references are central to Fortela. How do you approach history in a way that feels relevant, modern, and alive? Where does your inspiration come from?
We are lucky to have an archive of over 10,000 pieces, which we draw on daily. History is our foundation, but we reinterpret it for today. While military references can feel overused, we focus on the philosophy of workwear and denim, connecting the past with contemporary life in a way that feels alive and relevant.
5. When you design a piece, do you think about how it will age and change over time?
Absolutely. It’s in our DNA. Every piece is created to evolve beautifully with wear, to gain character over time, and to remain timeless — both in style and in personal value.
6. Japan plays a significant role in Fortela’s universe. What draws you to Japan and how does Japanese craftsmanship align with Fortela’s values?
Japan is unparalleled in craftsmanship. Certain techniques and materials, like artisanal shuttle‑loom denim, can only be found there. Using these traditional methods aligns perfectly with Fortela’s philosophy: to create products that last, of the highest quality, and that can be treasured for decades.
7. How would you define the Fortela man?
The Fortela man is cultured, sophisticated, and confident. He appreciates quality, craftsmanship, and timeless style, and he sees fashion as a meaningful part of his lifestyle, not just decoration.
8. The women’s collection feels confident, effortless, and free of clichés. Who is the Fortela woman?
The Fortela woman is equally cultured and confident. She can borrow from the men’s wardrobe or wear Fortela women’s pieces, creating her own expression of chic and effortless style. She mirrors the man in philosophy but adds her own touch of femininity and individuality.
9. What excites you most about the women’s collection?
The women’s collection reflects menswear codes, sometimes using the same materials, sometimes exploring more feminine fabrics and shapes. Everything remains coherent with Fortela’s DNA — pieces made to last and to be passed down, allowing women to feel confident and stylish across generations. Another word I would use to define the Fortela woman is sexy.
10. Away from work, what do you each wear day to day?
My wardrobe is mostly Fortela. Wearing the product is a statement of belief in what we create. It’s instinctive, but it also reflects the brand — the pieces I love and wear daily are the ones I design.
11. If Fortela had a soundtrack, what would it sound like?
It would include the Rolling Stones, The Clash, and tracks from my youth. Fortela is an extension of myself: my experiences, tastes, and memories. The soundtrack reflects that authenticity.
12. Beyond fashion, what objects or hobbies influence your lives?
We are both extremely curious. Books, travel, vintage objects, cars, motorcycles, watches, furniture — everything inspires us. The past teaches us about quality and design, and these influences quietly shape every decision we make.
13. The Fortela Milan store feels more like a lived‑in space than a retail environment. What was the vision behind it?
Entering the Milan store is like entering my home. We wanted visitors to feel they were stepping into an environment that reflects our lifestyle, philosophy, and aesthetic. Future stores may adapt to the city they are in, but the feeling of intimacy and authenticity remains central.
14. Many brands focus on speed and trends. Do you believe in a slower way of creating?
Fortela is slow by design. We don’t chase trends; we let our philosophy guide us, and in turn trends follow us. Our focus is always on creating thoughtfully, with quality and longevity in mind.
15. Looking ahead, what do you hope Fortela leaves behind?
Consistency, quality, and authenticity. We hope Fortela remains a philosophy and lifestyle that inspires people to appreciate craftsmanship, timeless style, and meaningful living. Our ultimate aim is to make Fortela the vintage of the future — pieces so authentic that one day they will be rediscovered in vintage markets and treasured as something rare and timeless.
