How Stratton Rouge built a luxury empire and defines the way a generation looks to premium accessories and made to wear.
The creative director of Valore discusses past, present, and future, with no signs of slowing down.
When Stratton Rouge brought his vision of Valore to the scene, there was little in the luxury universe which stood up to the bold vision which Valore stands for.
Over the 15 years spearheading luxury brands into the focus of Asian and American buyers, he has subtly and powerfully evolved and defined the way we see luxury brands.
We talk to Stratton about his solo mission to break new ground and push new codes whilst disrupting the industry.
How important is it for you to remain connected to the art world? And why is it important for you?
It comes naturally, like a heartbeat or breathing and drinking. It’s a reaction. Art is absorbed into every motion we make as designers or creatives, and without knowing, we are referencing these things subliminally.
What are you currently listening to in the atelier?
My listening tastes are varied depending on mood and also on what energy is needed for the day ahead. Whilst producing, I listen to a playlist called brainfood, which is mostly ambient electronic sounds mixed with radio and educational podcasts.
We heard you are developing a new stand-alone Brand. Is this true?
Yes, that is true. Our concept for Clubroma has been developing over the past years. It sits in another universe to Valore and is about discovering the world’s antiquities and rarities. It’s an ode to the modern world and building to man’s achievements in architecture and civilisation through artisan craft. Nature and soft forms are the leading guides for the new Maison.
What is your relationship with Italy, in particular Florence?
It’s all very personal, really. But what can you do if you’re personally attached to a place to the extent that it somehow defined parts of your life, it’s influenced the choices I’ve made. For me, that’s how my relationship with Florence is. It’s true that with the passing of time, most relationships change, and they get a different meaning, but what once finds a comfortable spot in your heart is really hard to get rid of. And Florence never gave me any reason for doing so.
In an industry focused so heavily on the individual. How important to you is community?
I believe a community is built around a clear vision, a brand that brings a sense of self or a belief system of something larger than just ‘fashion,’ ultimately and naturally forms a following. We like to think at Valore that we are a statement of aspiration and ambition and our tribe is a reflection of these values.
What is your viewpoint and stance on the pace of the fashion industry?
It’s something that is a representation of our generation, the need for instant consumable content; every fashion brand is having to reinvent ten times a season and create new emerging content, which in many ways is not sustainable.
Especially to continue to create stories that are true and have the soul of the brand. There is a dilution of the brand’s core, and in the long term, the overall brand value is damaged.
It can work well for fashion brands, but for true luxury, we can afford to slow things down and bring quality and vision to every element of our going identity.
How do you view sustainability moving forwards within your Maison?
We look to create every item in a sustainable way. This is the natural footprint of a luxury and bespoke product. It is not mass-sold and never mass-produced. Our factory in Florence works only with material houses located within 20km of our factory, so there is a low emission footprint to produce.
We use non-chrome metal-dyed leathers and work with natural, unprocessed materials selected for individualism and beauty.
It’s not something we need to talk about or use as a focal point. Sustainability comes as a standard starting point for every Valore bag or accessory.
I briefly touched upon your new venture Clubroma. Can you tell us more about this?
Clubroma is a dream world that explores the antiquities and beauty of artisan craft.
It looks to the time when certain objects were made sacred through their legacy and stories.
Objects could hold and retain power and hope. Clubroma is a never evolving story that is embraced and intertwined between the worlds of nature and mans highest achievements, the balance of humanity and nature, and how the two should work together for a better world.
Pushing boundaries again by celebrating visionary minds who shape their future by seizing each moment and truly living it.
Luxury is immaterial because true luxury is about spontaneity.
It is all about the experiences we live and who we share them with.
Clubroma will launch with a line of leather goods and accessories, perfume, and fragrance.