OBSERVATIONS & OTHER ACCIDENTS

On the 23rd of October, I headed to Avenida da Liberdade for a press breakfast — the occasion was the arrival of Eleventy, the latest Italian brand to land in Lisbon. The atmosphere was relaxed, the kind that makes conversation flow easily — helped, of course, by the perfectly made cappuccino that appeared in front of me within minutes, and every now and then, the unmistakable Italian accent of the team. Between talk of Milan, Lisbon and the inevitable charm of Italian craftsmanship, it quickly became clear that Eleventy isn’t just another name added to the avenue’s lineup, but a brand with substance — calm, confident, and quietly meticulous, much like the people who represent it.

On the 23rd of October, I headed to Lisbon’s trendiest avenue to discover the city’s latest arrival — Eleventy Milano. The Italian brand, founded in Milan in 2007 and already with its own spaces in cities such as Milan, New York, Paris and Tokyo, has now chosen the capital of the moment as its next destination — more precisely, number 266 of Avenida da Liberdade.

Known as the former Diário de Notícias building, the location couldn’t have been a better choice. A landmark of Portuguese modernist architecture, designed by Pardal Monteiro, and a symbol of Lisbon’s cultural life for decades, this space is now reborn with a new purpose.

“We are very happy and proud to be here in Lisbon”, Marco Baldassari, Founder and designer of the menswear collections, tells me straight away.

Lisbon aside, it’s one of those spaces that instantly draws you in. I call it a space rather than a store, because that’s exactly what it is. As I walk in, I’m greeted by two friendly-looking guys — none of that intimidating kind of welcome so many retail spaces insist on (at least that’s how I often feel). The door opens and I see clothes, yes, but much more than that. There’s light — plenty of it — illuminating the room and bringing life to the already stunning original frescoes by Almada Negreiros, dating back to 1939.

On the left, a counter, a few tables and chairs — which I initially assumed had been set up for the event, but no (more on that in a moment). I’m invited to have an Italian-style cappuccino as I try to relax and recover from my slightly breathless post–mini-marathon look. Dishevelled, but happy to have made it.

I return to my conversation with Marco Baldassari — his Italian accent and gestures instantly adding that certain élan to whatever follows. Needless to ask why Lisbon — but still, why Lisbon?

“We truly believe in the city’s potential. Lisbon is growing, becoming increasingly relevant internationally. There’s a very rich cultural mix here — people from Brazil, the United States, Germany, the UK — and we feel that Portugal is a meeting point of many influences.” We know this well…

We walk through the store as he tells me about the flagship’s architecture.
“Finding the right partner was the first step; the second was finding the ideal space. Location is key — as important as people. And [franchise owner in Portugal] Luca found this incredible place that excited us from the very beginning.”

Marco Baldassari

“We truly believe in the city’s potential. Lisbon is growing, becoming increasingly relevant internationally.”

He shares how important people are in their culture, and the difference they can make — and he’s absolutely right. This was the starting point of his collaboration with Luca: “We realised we shared the same vision, the same ideas and expectations. So, we decided to invest together here in Lisbon.”

The project, he tells me, had to reflect the brand’s essence — but isn’t that what every brand claims to want? So what exactly is that essence? He explained: “A lifestyle that brings together culture, architecture and philosophy. We worked side by side — Luca, the architect and I — in a truly collaborative project, with constant exchange of ideas.”

Lifestyle is indeed the perfect word for this new space. Now, let’s talk about the coffee area. Integrated within the same setting, this lovely spot offers a menu curated by renowned Italian chef Andrea Berton. All I wanted was to sit down with my cappuccino and never leave. Open my laptop and make that space my office — even if just for a while.

Marco Baldassari confirms my thoughts. “The architecture of the store reflects our style, and even the way we chose the coffee and food follows the same philosophy: quality above all. We always work with the highest quality — whether it’s fabrics or the products we serve.”

Now, to the clothes — after all, that’s why we’re here — and to their undeniable quality, which you don’t just feel, you notice from afar. As someone who’s partial to a minimal style — not in the trendy sense of the word but in its true meaning of simplicity — I find myself naturally drawn to the materials, cuts and basic tones.

“We have two main pillars: Made in Italy and realistic sustainability. We produce 100% in Italy and take pride in supporting the Italian economy — paying taxes, salaries and suppliers within the country. Each piece carries a code that can be scanned to verify its origin and authenticity. Many say Made in Italy, but it’s not always true. In our case, it is. It’s part of our ethics and commitment,” he explains, leaving no room for doubt.

Marco Baldassari

“We have two main pillars: Made in Italy and realistic sustainability. We produce 100% in Italy and take pride in supporting the Italian economy.”

He speaks with a kind of honesty that’s increasingly rare — especially when it comes to sustainability. They don’t claim to be 100% sustainable (it would be unrealistic), but they’re on the right path, with around 80% of sustainable processes, from packaging to fabric treatments.

The collection on display, for Spring/Summer 2025, is a celebration of colour and sophistication. “All colours and patterns are exclusive to Eleventy — developed in-house, even in the subtlest tones,” he tells me. “We look for refined, timeless hues — like light grey-blue or dusty green — that are both elegant and discreet.”

Marco Baldassari

“All colours and patterns are exclusive to Eleventy — developed in-house, even in the subtlest tones.”

The goal? To create timeless pieces (the real foundation of sustainability, in my opinion) that still look modern and desirable two or three years from now. “That’s perhaps the biggest challenge — to create something that stands the test of time,” he says.

Quality — visible to the eye and unmistakable to the touch — is another essential point: “We work with noble fabrics — cashmere, wool, jersey — and every detail is carefully considered: buttons made from natural materials, reversible finishes, invisible stitching. Some pieces take up to 18 hours of manual work.”

Every detail makes a difference: the touch of the denim, the cut of the cargo trousers — perhaps one of my favourite pieces (yes, for men, but I do have a habit of raiding my boyfriend’s wardrobe, and often find myself more drawn to his side). The lightness of the knit jackets, the structure of the reversible overcoats — everything designed to combine comfort and elegance.

The women’s pieces follow the same DNA — sophisticated materials, subtle colours, impeccable cuts. They’re complementary to the men’s: practical, elegant, and perfectly balanced between simplicity and refinement — the very definition of Eleventy.

So, what is Eleventy? I’d say it goes beyond luxury — a term I’ve devoted a few lines to, and one that, in my opinion, is overrated. Within it, the notion of true luxury barely fits anymore — not to mention quiet luxury, which has been so overused it’s lost all meaning. That’s why I can say, with absolute certainty, that luxury, the genuine kind, is exactly this: pieces that last, made without rush, and not meant to be worn in a rush either; pieces where materials and cuts are designed with meticulous care. In short, pieces that bring back the authenticity and exclusivity that luxury once stood for.

After the guided tour, complete with an Italian accent, I couldn’t resist and went back to the café. This time, I sat down, completely at ease, enjoying my cappuccino and getting lost in one of the catering delights by Diogo Noronha Studio.

Eleventy is worth visiting — for the clothes, for the atmosphere and, of course, for the coffee (not necessarily in that order).

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Avenida da Liberdade, 266
1250-139 Lisboa