We were lucky to catch up with Alessandra Gaioni recently and have shared our conversation below.

Alessandra, thanks for joining us, excited to have you contributing your stories and insights. So, naming is such a challenge. How did you come up with the name of your brand?

The name “Lasko” comes from a sailboat maneuver: “lascare” (to slacken) means to loose the sails, changing the pace. Lasko is the journey that runs through the maps of the soul: we put our passion into it, our care for every tiny detail, our dedication, authenticity, respect for the environment and the people.

Alessandra, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

The Lasko Lifestyle adventure started after a very intense time I spent in Australia, with the noise of the ocean in my head, the desire to share the outdoor life vibes and to speak the language of free spirits. Handcrafting bracelets with rope is a dance that knots memories: the smells from the journey, unknown flavors, eyes met by chance.

Lasko Lifestyle is a craft workshop inspired by nature and outdoor life, based in Verona, Italy (the city of Romeo and Juliet), but you can imagine us on the Pacific Ocean shores or in the Dolomites woods.

Our alternative outdoor philosophy goes along with the adventurous travelers, the sportsmen, the city explorers. Our products are handmade in Verona, but belong to oceans, beaches, stars, forests, and mountains. Just like you and us.

We draw our inspiration from the outdoor philosophy and we create products with minimal design: the perfect choice for everyday adventures, whether they happen in the office, on the road, or at the edge of the known world.

Our creations talk about a lifestyle in which travel is a state of mind, a necessary experience, and a vital force.

We want the world to be a beautiful place to be in, where everyone is free to be themselves and to move at their own pace, respecting others and the environment. We believe in the simple connection between nature, curious exploration of the world, and the people.

How did you put together the initial capital you needed to start your business?

The initial idea to start the business grew down in Sydney, while I was working with Karen, a professional wedding photographer. The studio was surrounded by tons of beautiful plants and flower species and birds singing all around, and the ocean was my favorite playlist.

One day we were having a coffee together in the studio and she noticed something bright in my eyes. I started talking about the project, and my connection with sports and nature. She was amazed by the vibes and the energy I was receiving. She looked at me and she told me: “Ale, if you can dream it, you can do it.”.

After a few weeks, Karen’s mother’s health situation got worse very badly and she decided to slow down a bit with weddings to look after her sick mother. Oh, Jeez… I needed to find another job.

The studio was one hour and a half away from my place, so during my commute, I was sending CVs and scheduling interviews: I needed another job as quickly as possible. I was a bit scared but I decided to not be obsessed about it.

A few days later I surprised myself in the metro by sketching ideas from logos and branding stuff (as a graphic designer I started from where I felt most confident) to product mock-ups. The day after I received a call for an interview and in a week I was hired as a creative project manager from a communication agency. I was very grateful for this new opportunity in my career and determined to do my best.

I must admit that I quite forgot about the rest for a while until I arrived in Double Bay. It was one of those beautiful warm Sunday and I was having a BBQ with some good friends close to the beach. At a certain moment my eyes were caught (and surprised) by a laser regatta, the small training sailing boats I was used to see in Garda Lake in my hometown. In that moment I realized that the sparkle was still there and my dreamy project started to be clearer in my head.

But (there’s always a but!) I needed some extra money to make it real. I already had a full-time job but it was just enough to live in Australia and pay the mortgage of my house in Italy. But I was so decided to transfer the concept to reality, that I started to find some extra jobs. As a freelance, I started a collaboration with an Italian School developing a new digital communication strategy, managing their social media channels and email marketing activities, and during weekends with some random shifts in a warehouse assembling bikes, and helping Karen with some house and gardening keeping.

Can you share a story from your journey that illustrates your resilience?

After a few weeks, I realized I was doing great and I was very happy about that.

An early morning call from Italy came, but this time not a usual one. It was Mom saying that doctors were worried about Dad’s situation and that a long path was going to be run.

At that point, the time immediately stopped. The questions running in my head were randomly the same for a couple of days (and nights): Why this to me? I worked so hard… Should I stay or should I go? Why do I need to use the money I just saved for the project for the flight back?

I was overwhelmed by my own emotions and angry about the situation. But as a 29-year-old only child, living literally on the other side of the globe, the decision came quite quickly: I booked my flight ticket and after 3 weeks I was back home with my family.

It was kind of a rollercoaster, but Lasko was founded in 2015.

Was it easy? Not at all. But Australia taught me that if you want something, the only way is to work hard and grab it.

Contact Info:

• Website: laskolifestyle.com
• Instagram: @laskolifestyle
• Facebook: @laskolifestyle

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