Basics brands are ten a penny these days, so it takes something special to cut through the noise. In an ocean of plain white tees and straight-leg denim, ISTO. has risen to the surface, thanks to a steadfast commitment to local manufacture and an eye for good design.
Inspired by the slow-fashion movement, the Portuguese brand holds one of the highest ratings on consumer-ethics platform Good On You. Think of it as the sustainable-fashion equivalent of having a Michelin Star. But unlike many eco-conscious clothing brands, that commitment to responsible manufacture doesn't come at the expense of style.
OPUMO chatted to co-founder Pedro Palha to find out what makes him tick.
ISTO. Co-founder Pedro Palha.
What was missing from menswear when you launched ISTO.?
High-quality clothing at a fair price. That’s still our main proposition today – classic, contemporary pieces in a fresh palette, made in Portugal with full transparency. We work with extraordinary fibres, always 100 percent natural or recycled, and we’re committed to Portuguese manufacturing. At this price point, that's surprisingly rare.
ISTO. breaks down the true cost behind their garments, bringing transparency to pricing.
What problem did your first product solve?
We didn’t come from fashion, which gave us a fresh perspective. What we wanted was simple: timeless garments, well-made, wearable every day, with no unnecessary logos. Something anyone could put on and feel comfortable in. The goal was to balance quality, wearability, sustainability, style and price – that’s still the sweet spot for us.
Define 'good design'
For me it’s intuitive. I never studied design, but I know what I like. The mix of heritage, colour and contemporary classic always wins. It’s a formula that works across industries, not just clothing.
Featuring the ISTO. Recycled Wool Jacket.
Biggest influence outside of fashion?
My family, without a doubt. They’ve shaped everything. And Roger Federer – his style, his discipline, the way he carries himself – that’s inspiring.
How does an idea become an ISTO. product?
We start with imagery, archives, references. That becomes a moodboard – often via Instagram – before moving into pattern making and sampling. From there, things evolve: colours change, ideas shift. It’s a process that takes five to seven months, but we keep it flexible.
Left, Featuring ISTO. Bananatex Suit, Right, Denim Shirt, Heavyweight White Tee, Everyday Denim Jeans.
Which piece feels closest to ISTO.’s DNA?
Our white T-shirt and denim, of course, but also newer projects like the Bananatex trousers and jacket, and the Merino wool activewear. They combine timeless design with innovative, luxury fibres – the kind of things you can wear every day. That balance is where we want to grow.
Describe ISTO. five years from now
Evolving naturally. We’ll always stick to quality, Portuguese manufacturing and classics that never go out of style. But we’ll explore new fibres, colours and increasingly take inspiration from Portuguese culture. There’s a lot there to draw from.
ISTO. Merino Activewear: T-Shirt, Shorts and Cap, all made from 100% Merino Wool.
What object do you consider to be perfect?
Two come to mind: the Jaguar E-Type Series 2 Coupé in green or cream, and the Utrecht Chair by Gerrit Rietveld for Cassina. Both are timeless.
Favourite non-ISTO. garment?
My navy peacoat from Ralph Lauren.
ISTO. Co-founder Pedro Palha wearing 100% Organic Cotton Sweater in Sage Green.
One design trend you can’t stand?
Tricky question. If I had to pick, I’d say the obsession with running – though admittedly it’s a healthy one.
Next up: How to build a capsule wardrobe.
