OUR STORY
We create clothes not to follow fashion, but as a form of communication.
We strongly believe that clothes do not have a gender, but a power stronger than words: Visual language.
Each garment is designed to express identity at any time of day: work, leisure, special occasions. All Hours accompanies the wearer from morning to evening.
Clothes are a form of freedom, and we choose to defend it every day.
Origin of the Name:
The name All Hours comes from the idea of creating garments that can accompany the wearer at any time of day, across occasions, contexts, and identities.
But there is also a second meaning in the name. The H is silent: by disappearing, it reveals "Ours".
This is the deepest meaning of the brand. To transform a garment into belonging. Clothes are not defined by those who create them, but by those who wear them.
THE FOUNDER
All Hours was founded in 2023 by Gemma Carlotta Surgo.
Gemma entered the world of fashion at just thirteen years old, working as a model. This experience allowed her to observe the language of fashion firsthand and how clothing influences one's self-perception.
Over time, however, she felt the need to be on the other side of the creative process. By wearing garments from different brands, she began to imagine how she would design them: what she would change, how she would develop shapes, volumes, and proportions.
Guided by strong ideals of equality and a deep aversion to all forms of discrimination, she decided to create All Hours: a brand that transcends traditional categories and gender stereotypes, focusing on freedom, identity, and versatility.
OUR DESIGN
The design approach starts with a precise question: how to create a garment that works on different body types, in different contexts, without losing its identity? Our answer lies in the volumes: ample, structured but never rigid. Every detail has a precise purpose. Nothing is decorative. Everything communicates something.
OUR ROOTS
All Hours was born in Puglia, the region where its founder was born and raised, and where the brand's very idea took shape.
Producing here is not a random choice, but an act of belonging. It means staying connected to one's roots and enhancing a territory rich in history, beauty, and manufacturing tradition.
We collaborate with small local workshops with over thirty years of experience, entities that preserve artisanal knowledge passed down over time.
Production takes place in limited series, a conscious choice that allows us to avoid waste and maintain careful control over the quality of each garment.
