ATP Atelier – Maj-La Pizzelli’s Philosophy of Smart Luxury

ATP Atelier: A Must-Have Luxury Staple
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Maj-La Pizzelli is a genius when it comes to combining the best of both worlds – Scandinavian design with the famous  “Made in Italy” trademark for her brand ATP Atelier she runs with business partner Jonas Clason. And you can tell. Sumptuous, buttery leathers blend with a refined design to make these urban sandals and handbags a must-have staple for every woman’s closet. They stand the test of time as they are made with thoughtful consideration to comfort and as I said, they are handcrafted in Italy. More than that, Pizzelli cares about the environment with sustainability in mind, making sure to source locally so you get the finest in vachetta leathers for a product that fits your wardrobe and your ethos. Join us as we dive deeper into the luxury brand, discovering Pizzelli’s inspirations and more.

How did ATP Atelier come into being?

ATP Atelier was born out of the desire to create shoes and bags that couple contemporary Scandinavian design and authentic Italian craftsmanship. Our mission is to challenge the concept of luxury – to make it smart, not redundant. With a sustainable mindset we set out to create, not just because, but to make a meaningful difference in real women’s lives.

Me and my business partner Jonas went on many vacations together with our families to the south of Italy, as my husband is Italian and we have spent a lot of time there all our lives. Every trip the group got sandals to wear from local artisans. However, when we brought them home to Stockholm they didn’t work in the big city, and never saw the light of day again. We love the handicraft and heritage of Made in Italy, but felt like there was something missing from a design standpoint. Something minimal and sleek that would feel relevant for more than one vacation, more than one season even. So, ATP Atelier was born and our core product has always been the sandal. However, today we offer a full range of leather goods – designed in Stockholm and handmade in Italy. 

What made you decide to start your own label?

I have worked within Swedish fashion my whole life. I was previously Product Director at iconic Scandi brand Filippa K, for 13 years. I also founded my own consulting firm – How, helping leading fashion companies become successful and profitable. I have a burning passion for sustainability, which was one of the most important preconditions when starting my own brand, ATP Atelier, together with my business partner Jonas Clason. A majority of the brand’s selection of shoes and bags are made from vegetable tanned vachetta and everything is handmade in Italy. At the time (2011) we saw a real gap in the market for an urban sandal. 

How would you define your idea of fashion?

I like to think about style over fashion. Style has much more longevity than fashion. Neither our brand or our business has ever been one to change and come up with something new for every season. ATP Atelier has since day one been more of a lifestyle than anything else. It’s a mindset of enjoying the good things in life. About knowing what you want and being confident enough to lay out your own path. An inclination to not follow short trends and finding your own secret hideaways. A lot of this thinking comes from the Italian way of living, a lifestyle we’ve named Smart Luxury. 

Who or what are the inspirations behind your designs?

I get my inspiration from real women. From my friends, my family and my team. These women, some Italian, some Scandinavian, are all very different, but at the same time oh so alike. They share an affinity for long lasting pieces that are minimal, but interesting. That are cool, but understated. That are sexy, but not too much.

Wearability, fit and comfort is also something that is top priority for me. We design for real women in their day-to-day lives. Our pieces need to be effortless and make the ATP Atelier woman’s life easier. We would never compromise on comfort or fit to accommodate for a specific trend or hype, it’s just not us. I guess that’s where our Scandinavian heritage really shines through, not only in the minimalism but also in the practical part of things.

Tell us how ATP Atelier achieves sustainability.

ATP Atelier is trying to move against the fast pace of the industry by not following short term trends and creating pieces that will last. But also by only working with two suppliers and sourcing pretty much all parts locally in Tuscany. I.e. not sourcing a buckle from Spain and a sole from Portugal which then has to be shipped. This is pretty rare, I would say. We’re trying to protect the craftsmanship that’s been handed down for generations by only working with small family owned businesses. That’s very much moving against the trend of the majority of the industry. 

Sustainability is very important for me but sustainability is not only about the environmental aspect of things, it’s also about the relationship we have with the pieces we bring into our lives. About not taking more than you give and really caring for your items, to make them last a lifetime. 

I run my whole business (and live my life) with that mindset. ATP Atelier has grown organically since day one (2011) which is also pretty rare today. It is something I’m very proud of but it also means that I’ve never had to make a decision that didn’t feel right in my gut, that wasn’t Smart Luxury.

But sustainable practices, both environmental and social, is something that we and the industry as a whole has to keep working harder at. We’re always eager to learn more and test out new ideas, of which our metal free nappa, is a great example. The nappa leather is created through a unique, still patent-pending process, based on a rapidly decomposing organic chemical. The tanning process is non-polluting and has a very low impact on the environment. Also, virtually all of the water (98%) used is recycled.

We also have an ongoing collaboration with an organization called Changers Hub, where we hold mentorship programs or masterclasses. It’s a way to open doors for individuals who have a hard time making their way into the fashion industry – an industry that is generally very homogenous.

Where can we find your latest collection?

ATP Atelier has a strong presence in Scandinavia, as well as on a global level in cities like London, Paris, New York and Tokyo. Some of our most prestigious retailers in the US are Nordstrom and Bergdorf Goodman, Net-A-Porter, and Goop.

Head over to ATP Atelier‘s website to shop their latest collection!

Photography Courtesy of ATP Atelier.

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