Behind the label: Pitusa


Since my early days at Glamour, I had the opportunity to visit the showrooms of hundreds of designers, and take a peek behind the scenes to understand their processes. I began my solo journey visiting Clara Lago’s showroom, and it was light in my day quite literally. Imagine a huge space with a very long wall painted with all your favorite colors (if you are into posting fashion stories on Instagram, you know why this is so wonderful), two cats with puppy hearts, beautiful clothes made by artisan hands, and lots of women. In other words, she has her own playground right there with hundreds of props to play with and a close-knit team. As we enjoyed the space, she shared her story with me.

First of all, let’s put facts into perspective. Running an independent brand is not easy. Hundreds of thousands of fashion labels are furiously competing for a piece of the action making long-term survival hard to achieve.  Clara,  started Pitusa as she searched for the right quality beachwear that she couldn’t find in the market. Her degree has nothing to do with fashion, and yet why would it have to? We are so marketed towards the importance of becoming experts before we do anything in life, while in reality most professions, once you have a basic educational structure, can be learned on the go. I’ve changed career paths often, and all I can say is that Google is always there to fill the gaps.

But anyway, going back to Pitusa, Clara was young and innocent enough to believe she could make it happen, and so she did. Pitusa is made with Peruvian cotton by Peruvian artisans, and sold all over the world. Selfridges, Harvey Nichols, Shopbob, Revolve, Saks Fifth Avenue, Asos, Nordstrom… you name it! It’s an emporium. And it’s only the beginning.

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Pom-pom posing
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What do you mean? I don’t get to keep the cat?

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