Microbrand.it — the word a whole generation of small makers uses for itself

microbrand.it

'Microbrand' started in independent watchmaking and did not stay there: it is now how small, self-financed, direct-to-consumer labels describe themselves across eyewear, cosmetics, apparel, coffee, leather and design — and Italy is where a great many of them are actually manufactured. One clean English compound, understood in every market without translation, sitting on the country code of the workshops. Ready for a marketplace or directory, a trade publication, an accelerator or incubator, a contract manufacturer courting small labels, or an agency that positions them. The category named itself and then grew; the name for it exists only once per extension.