Soko Ni Inai is the fashion brand founded and developed by Richard Cervi.

Everything stems from his passion for Japan, for its rigour and for the minimal style that has always distinguished this country.

Japan as tradition: from Ikebana, to the ancient art of flowers, to calligraphy and the study of literary compositions and poetry, which the Zen maestros transfigured into a religious experience of reflection and enlightenment, as a way of guiding the mind towards the absolute.

Japan as avant-garde: from the ’80s fashion that redesigned the aesthetic canons of an entire generation, minimalist but brimming with details and rich in forms, sometimes aggressive and provocative, but absolutely unexpected.