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ABOUT we offer consciously crafted creations that transcend trends.
PHILOSOPHY Guided by our belief in timeless elegance, we merge impeccable craftsmanship and environmental conscious practices.

Imagine waking up to a pristine, sun-kissed morning in the Italian countryside or strolling through the elegant, sparsely populated streets of Milan.

Founded by two friends with diverse backgrounds and a shared passion for design, quality, and worldly experiences, our journey began as a delightful revelation.

One partner, a seasoned executive with a rich history of international living. The other, an industrial designer based in the vibrant city of Milan. Despite differing tastes in fashion—classic and minimalist—their shared penchant for beauty and refinement binds them. Endless travels only fueled their thirst for the finest, inspiring the birth of In The Shade Of The Morning Sun.

Our mission is simple yet profound: to revolutionize men’s wardrobe essentials for the contemporary man, one who embodies sophistication and discernment.

PHILOSOPHY Crafting Sustainable Sophistication

We believe in crafting products that embody both form and function, using the finest materials available. Sustainability is not just a buzzword for us; it’s a principle ingrained in our philosophy. We strive to minimize our ecological footprint by utilizing top-tier recycled materials and reducing plastic usage wherever possible.

Our designs echo modernity and simplicity, embracing comfort without compromising on elegance.

Our audience? Those in pursuit of sophistication and understated luxury. And yes, we extend the invitation to women who appreciate the grace of masculine design. Globally, we aim to bring our vision to everyone, where innovation gracefully dances with elegance, redefining your wardrobe in the process.

Welcome to In The Shade Of The Morning Sun.

Our Collection

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