The brand name Tela originates from the plain weave of woven fabrics (tela in italian); its characteristic feature is the simplicity of construction and implicit texture. Tela is a feminine noun, and feminine minimalism is the product mission. Tela is the canvas of a painting, and as such, the expression of a mood, of an artistic feeling. In the jargon of tailors, the word Tela is used to name the first prototype, the idea of the final garment. The concept is intrinsically an idea of versatility; a material which can be dyed, washed, printed, torn, ironed etc. In short, Tela is equivalent to a new project: the writer’s pen and paper, a painter’s canvas, an expression of potential.