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Parete Wants to Bring Some Wit to Your Walls
Parete, a new wallpaper brand co-founded by Daniela Guarin, Michael Freedman, and Matthew Wagman, aims to inject humor and personality into the wallcovering industry. The founders, who previously worked together at a large wallcovering company, felt that the industry often took itself too seriously and lacked originality in product naming and design approach. Their goal with Parete is to create designs that are witty and reflective of their personalities, moving away from the traditional, often elitist, language and aesthetic of luxury interior products.
The brand distinguishes itself by giving its wallpapers playful and memorable names like 'Ombre is My Nombre,' 'Make My Daisy,' and 'Riunite on Ice,' a deliberate contrast to the common practice of naming designs after European cities. This approach signifies their commitment to not taking themselves "too seriously" while maintaining a strong focus on high-quality design and customer experience. The founders emphasize that while their naming conventions and overall brand tone are lighthearted, they are deeply serious about the quality of their products and the overall design process.
Parete also prioritizes environmental responsibility, advocating for a small manufacturing footprint that results in less waste and a gentler impact on the planet. This commitment to sustainability is a core aspect of their business model, aligning with contemporary consumer values that favor eco-conscious brands. The brand plans to release new products through regular "drops," a strategy inspired by the fashion and art worlds rather than traditional interior design, further underscoring their innovative and unconventional approach.
The founders, Guarin and Freedman, noted their desire to "speak through our voices and reflect our personalities" in their designs, creating a brand that feels authentic and accessible. They aim to make the process of selecting and installing wallpaper an enjoyable experience, rather than a stuffy or overly formal one. Their products are available to the trade through Pholio Co in Dallas, demonstrating their entry into the professional design market with a fresh perspective. Parete seeks to redefine the perception of wallcoverings by combining artistic expression, playful humor, and a commitment to quality and sustainability.
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