Genesis of the Trademark during the Pandemic in 2020
The " Wildrose " is the 37th Bach Flower,
traditional remedy that brings motivation and determination to apathetic people. Known in Italy as " dog rose ", it is one of the most widespread natural rose species in the Mediterranean, where the brand originates and is based: in Genoa, on the port.
The ancient Italian naturopaths attributed to this plant powers against rabies, hence the adjective "canine".
Poets, artists or rockers like Nick Cave tell romantic and painful stories linked to this flower.
In the collective imagination, the red rose inspires passion, pleasure and pain: a dangerous elegance that could hurt.
In the period of choosing the name of the brand and creating the logo, the literal translation from English, wild rose , suggested to me people, unique in their particularities, full of intense passions and a slightly crazy attitude. Which I felt part of. Aware of their victories and embarrassing failures every day, signs of an intense and profound lifestyle. Aimed at action in an attempt to express oneself freely and create something of one's own and beautiful.
The commercial experience in the fashion sector made me understand that brands must be memorable, and the indecision in the name between the 2 flowers, in a delirious period like that of Covid 19, led me to think: "..if I I like the red rose as a symbol and Wildrose as a name doesn't necessarily have to have a logic..."
This is why the brand logo represents the most iconic red rose, but the name is Wildrose Mediterranean Inspiration.
Parallel to a twenty-year experience in streetwear and sportswear retail, the Italian brand Wildrose Mediterranean Inspiration® comes to life in Genoa in 2020 during the pandemic context. Inspired by all the culture that we Italians inevitably carry with us, the love for beautiful things and good food. But the approach is typically American, like rock music, merchandising, informal brands and the sports I've always loved.
Mediterranean inspiration and global vision are our north star, but we like to define ourselves as " Sailors without a Compass ", because today everything changes quickly and we have become accustomed to navigating by sight.
WILDROSE Mediterranean Inspiration®
An Italian brand of Good Taste Srl, all rights reserved.
CURIOSITIES that inspired us:
-Wildrose was widely used by ancient Alchemists.
-Sacred and profane writings allude to hermetic secrets, because the petals of the rose hide the internal part of the flower.
-The concentric structure of the rose inspired the idea of the wheel, symbol of passing time and the eternal life-death-life cycle.
-Saint Valentine, according to legend, reconciled two lovers by making a rose bloom.
-In magic, rose petals are used to attract love, friendship, benevolence and renew harmony in conflicts.
-Rose essential oil is useful for stimulating inspiration and prophetic dreams.
-Its active ingredients from rose hips allow the skin to stay young and relieve inflammation. It has a calming effect on the psyche: it attenuates negative thoughts and predisposes to love. Rosehip berries are antibacterial and rich in vitamin C, and invigorate the human body while protecting it from the flu.
-Among the Bach flowers, the dog rose remedy serves to stimulate the joy of living and the ability to take initiative.