Born from a deep-rooted connection to nature and artisanal tradition, Essemme Studio is a young sustainable fashion brand that transforms discarded vintage garments into unique, upcycled pieces. Guided by values of creativity, local craftsmanship, and eco-consciousness, the brand’s young founders took the step to register their trademark and logo early on, understanding that in a fast-paced industry, protecting your brand identity is as important as creating it.
Founded by two brothers, Samuele and Alessandro Marteno, and their friend Luca, Essemme Studio emerged from a simple yet powerful dream: to design fashion that challenges fast consumerism, while celebrating individuality and sustainability. Growing up in a place where nature thrives and traditional craftsmanship is still respected, the trio was inspired to create something meaningful.
Samuele, the CEO of the brand, always envisioned becoming a fashion designer, but was disillusioned by the mass-market mentality dominating the industry. “That’s why we decided to become the alternative ourselves” he states. Working with upcycled garments and natural dyes, the team began producing one-of-a-kind pieces that speak to a new kind of fashion: “rooted, ethical, and fiercely personal”.
In the early stages of building their brand, the team chose to register the “Essemme Studio” name and logo. “We want this project to become a key player in sustainable fashion” Samuele explains, “and we felt it was important to protect our ideas from potential competitors”, underlining one of the key motives of trademark registration: protecting your brand against potential infringers.
Even for a small startup, taking this step signalled intent: the brand was not just a creative experiment, but a serious, long-term vision. Trademark registration gave Essemme Studio a sense of legitimacy, exclusivity, and a formal identity, all of which are crucial in a sector, where standing out depends as much on recognition as on values.
As they engage with customers, communities, and collaborators, the “gang” have recognised that IP protection strengthens more than just the legal foundation of their work. It contributes to brand authenticity and customer confidence. “It allows the brand to be recognised through its distinctive garments and identity” they say.
Their message to other small fashion labels is simple: trust your instincts but act strategically. “If you aspire to create something truly unique, it is crucial to do your research and register your trademark and logo first” tells Samuele. “If not, someone else could register it before you, and that could be a real disaster for your business, especially if you are a small company like us”.
Key Takeaways
• Trademark registration reinforces brand identity and exclusivity in the market, even for emerging startups.
• Protecting your brand name and logo early on signals your seriousness about your business and builds trust with your customers.
• A registered trademark helps differentiate mission-driven fashion labels in such a highly competitive market.
Samuele Marteno is a young Italian designer and the founder of Essemme Studio. Together with his collaborators, Alessandro and Luca, he combines their shared passion for art and fashion to shape Essemme Studio into a leading brand in sustainable fashion.
