The daughter of an Italian opera singer is bringing her culture to Richmond through her sustainable fashion accessories brand.
Pashmisy’s luxury scarves, pashminas and shawls are inspired by Isida Mitre’s experiences growing up in the mountains of northern Italy and the memories of her mother’s elegant performance costumes.
As a child, Mitre spent hours in a scarf shop in her hometown, and wants to bring the joy she felt among its colours and textures to the Richmond community and beyond.
Mitre said: “I created Pashmisy to reflect everything I love – fashion, heritage and thoughtful design.”
The entrepreneur moved from Italy to the UK eight years ago and initially worked in interior design, but struggled to find fulfilment and took the leap to start her own business.
Mother of two Mitre launched Pashmisy in November 2023 from her kitchen table and, along with encouraging customers to experiment with bold yet sophisticated styles, aims to inspire other women who have a dream but struggle with self-confidence.
Mitre told the podcast Her Handmade Hustle: “You need to try.
“You don’t know what’s going to happen, but if you really love something, you need to try.”
Pashmisy’s scarves are handcrafted in family-run factories in Lake Como and Piedmont, and made with high-quality Italian materials including silk, linen, wool and cashmere.
Mitre emphasises ethics in her online fashion boutique with a zero waste philosophy.
Silk not used for other Pashmisy products is made into scrunchies and the brand’s sustainability extends even to its eco-friendly packaging.
Slow-fashion values are also an important part of Pashmisy and inextricable from honouring traditional Italian craftsmanship.
Mitre said: “My scarves are a way of sharing that world – my heritage, my love of slow fashion and my belief that style can be meaningful and kind to the planet, something I am really passionate about.
“My scarves are little stories from Italy.”
Pashmisy is sold at Wolf & Badger and popup stores, but Mitre’s next goal for the boutique is to have permanent locations in central London.
Feature image: Free to use from Unsplash
