DESTIN

It was 2008. I had just finished developing my idea of large scarves made from precious and lightweight weaves, with a distressed design and extreme finish. In other words, the complete opposite of classic style, completely innovative compared to the products on the market. Following my intuition, I produced a few scarves and decided to ship them to my dear friend in Tokyo, Yashiki Hideharu, who is a fashion scouter and distributor in Japan. I handed them over to the courier, and that was the last I thought about them. It was time to go on holiday. I left for Florida. At Fort Lauderdale I hired a Harley Davidson Road King and headed helmetless for the road; only in America.

It was the 20th of August. There were vast open roads, endless horizons and lots to think about. My phone rang. It was an enthusiastic Yashiki, telling me that my scarves were perfect for a mature yet demanding market such as Japan. “They are really special, they are something that nobody has thought of yet.” To talk to him I stopped the bike in a clearing on the Interstate 98, which was heading towards Pensacola. Yashiki started to press me: “They need a name, we must find a brand name!” I wasn’t prepared, I hadn’t even thought about it; I knew everything about the production, but when it came to all the rest I was floored. Suddenly I looked around. In front of me was a sign that read “Destin, the World’s Luckiest Fishing Village”. What a stroke of luck! “Destin,” I said to Yashiki in disbelief, “the brand is Destin.” And that was how the adventure began.