fum is a women pret-a-porter total look and accessories start-up created by two sisters, 24 and 25 years old. The creative part of the brand is based in Milan, while the marketing-communication one is based in London. Both have lived for a while in Netherlands, where the idea of fum was born, a branding project based on the nordic idea of creative team. fum starts with a family tradition of experiences and memories made of travel notes and diaries, notebooks, sketchbooks and photographs, told through common passions like video as video art, performance and gestural art. fum is a start up which purpose is to grow up cooperating with other creative minds, aiming to develop also a menswear line as well as a customizing one, recovering the vintage clothes and objects research which distinguishes the reference background of fum. fum was born also thanks to the support of two entities from Tuscany, birthplace of the two founders, which are a Studio from Santa Croce sull’Arno which operates in the research and processing of leather, fabrics and other materials, and an historical Made in Italy company from Empoli which has been producing its own menswear, womenswear and accessories lines for years and is in charge of the production and distribution of fum.