VENUS ASABOY was founded by stylist Giordano Mercante, who has always been passionate about fashion and after years of experience in the field decides to create his own brand. The true identity and novelty of the brand is the belief in equality and gender neutrality. The minimalism of the 90s and the taste for unconventional shapes led to an intense attention to the quality of materials and know-how, an element that is a credit to the Italian tradition. The goal was always to find something exciting in a simple piece. A declared non-affiliation to a genre, a strong vocation to minimalism as the only way to experience emotions, with a desire to make everything complex simple by creating "uniform", interwoven with boldness and shyness.