“WHILE WALKING THROUGH THE BERSHKA STORE NEAR THE DUOMO, SURROUNDED BY AMAZING ARCHITECTURE AND THE EFFORTLESS COOL OF ITALIAN DESIGN, SOMETHING CLICKED.

THAT SPACE — THAT FEELING — MADE ME WANT TO BOTTLE THE ENERGY AND BRING IT TO LYFE IN A PRODUCT.

I HAVE ALWAYS LOVED PRODUCT AND DESIGN. AS A KID, I WOULD SKETCH PACKAGING ON SCRAPS OF PAPER, DREAMING UP BRANDS THAT DIDN’T EXIST YET. YEARS LATER, WHILE STUDYING INNOVATION & ENTREPRENEURSHIP AT THE UNIVERSITY OF WARWICK, I REALIZED I FINALLY HAD THE TOOLS TO MAKE IT REAL.

LYFE ISN’T JUST A PRODUCT. IT’S A FEELING. ONE I FELT IN MILAN — AND ONE I’M BUILDING INTO EVERYTHING WE CREATE.”

- FOUNDER / HEAD OF INNOVATION, PRODUCT & DESIGN