I wasn’t planning a big launch moment.
I just got to a point where I looked at the website and thought…
ok. this is it. it’s ready.
So on 7 February, Dante7 went live.
Building this site has taken months. Not because it was difficult, but because I kept changing things. Constantly. Sometimes by a word. Sometimes by an image. Sometimes by deleting something completely. I actually built three different sites, and then in the week leading up to the launch day I chose the one you see now.
I’d finish a page, sleep on it, wake up and rewrite it.
I didn’t want this to feel or look like every other underwear website. I wanted it to feel calm. Thought through.
We did two shoots for the site.
The first one was very controlled. Inspired by the works of Auguste Rodin. It was about shape and stillness and letting the product exist without distraction.
The second was the opposite. More movement. More skin. More feeling. And a lot of religion. We shot both photo and video because still images alone didn’t feel like enough.
Both shoots were important. One shows the structure of Dante7. The other shows the human side of it.
Nothing was done just to “look cool”. Everything you see is there for a reason.
People have asked why 7th February.
Seven has always been part of this brand — the collections, the ideas, the way everything is built. Launching on that date already felt right.
But there’s another reason too.
7th February is my mum’s birthday.
She’s not here anymore, but choosing that date felt like a quiet way of including her. Of marking the moment. Of doing something meaningful on a day that already carries weight for me.
This isn’t a finished thing. It’s the start.
If you’re reading this, thank you.
Whether you’ve been here from the beginning or you’ve only just found Dante7, it means a lot that you’re here now.
There’s more coming.
But I’m not rushing it.
— Paul