We sit down and talk to Stratton Rouge, creative director of Valore, the iconic monogram leather luggage, handbags, and accessories house.
Stratton has been working and developing luxury brand brands over the past 15 years. It’s hardly surprising since groundbreaking design and pushing boundaries in quality and craftsmanship find themselves deep routed in the Stratton family.
‘Desmond Stratton’ Stratton’s grandfather and namesake was head engineer at AC motors in London during the 1950s, where he single-handedly carved early models of the iconic AC ACE ( Cobra ). These models were so impressive they were commissioned, and Desmond began building the full-scale model of the AC ACE, which later was sold to Shelby motors, and that’s when the AC Cobra was born.
These stories and lineage are deeply rooted in Stratton’s philosophy that ‘design shouldn’t just be functional, nor should it be only long-lasting; it should be something distinctively beautiful which makes us feel excitement, a sensation, and thrill to be around or experience.’
Hi Stratton, thank you for taking the time to talk with us; we are excited to learn more about how you have developed Valore, your passions, and what makes you tick day to day.
Can you tell us more about your vision for Valore and how it was created?
Valore was a long-thought concept that has been in the making since I was just a boy; it’s an externalised vision of my experiences living in a world where absorbing art, design, and nature was something I have been internalising analysing all my life.
I was born without hearing. It was just second nature to communicate through vision, art, and through emotive responses; I think this is where I developed my powers for visual storytelling.
Valore is an expression of all these stories and also is an ode to my family, who taught me what is entailed in ‘great’ lasting design.
I was lucky to be raised in a family of leaders in design and craftsmanship; one grandfather was a visionary automobile designer, the other a passionate luggage trunk atelier, and a father was a fine artist.
For me looking at the small, unnoticed details in design aspects is very interesting. If you look deep enough, you can see the reasons and stories behind all designs; it’s something beautiful that everything in our world is designed.
The Valore process and studio are located in Florence, Italy; tell me more about this.
We are located in Santa Croce in Florence, which is in the heart of Tuscany.
Valore is a true luxury brand that makes small-batch, artisanally made leather monogram bags by our third-generation Italian family.
The Maison operates at its own pace, in true Italian fashion. And does not bow nor move to the rhythm of its competitors.
You have a rich clientele of actors and sportsmen who wear Valore; why do you think this is?
Valore is for the person who does not need to shout from the rooftops; it’s for the person who is at peace in the world and is confident with all the decisions they make.
The brand attracts individuals who are successful and like to travel, which goes hand in hand with people who live a fast pace lifestyle.
It’s always been important to retain exclusivity, and for that, Valore is supposed to be discovered or romantically stumbled upon, and once you discover it’s something you live with for life as your secret, pass it down and onto your most trusted circle.
The monogram is beautiful, and I believe it is the only monogram to be hand-printed onto Calf leather.
Yes, the Valore monogram is hand-printed onto a textured Italian rice grain leather.
The Blazon monogram is an embodiment of sacred geometry, which is externalised as a symbol of power and success to all that come into contact with it.
We have always believed to produce a leather monogram is the height of sophistication and quality. Each skin is technically different and ages like leather, so we see a natural variation in each handbag; this brings a unique perspective to each Valore product and makes our bags individual and personal to the owner.
What projects have you been working on recently?
We have been working in Asia on the launch of the new Valore flagship stores, which has been very exciting. To develop our universe and immersive experiences is something customers have been long asking for.
We have just launched our completely bespoke service, in which our private clients can work with us on producing one-of-one Valore bag designs, complete with personalisation service, in which we can produce hand-painted customisations within three days of ordering.
How do you keep thinking, leading the way, and creating new ideas?
I am lucky to still possess a highly inquisitive imagination; there is beauty in every aspect of life. We can take inspiration from every element of design, art, culture, and historical events.
To push boundaries, we must always think and try and think differently; the impossible is something that really does not exist, and your imagination is the only limit.
With the introduction and emergence of digital technologies, this is a very exciting time to realise brand universes and develop and grow in these new mediums.
I like to always be thinking in the future but keep a firm foot deeply rooted in traditional values of artisanship. At the core is the product and its quality and beauty; the rest is a dream world galaxy which is Valore.
What is next for Valore?
We have some exciting projects and collaborations lined up for 2023, along with new flagship openings.
See more at www.valorelondon.com
