About True

Three brothers, one company.

Up to this moment it might seem like one of the many stories of entrepreneurship in the Veneto region. But the three young Maniero brothers are together not only because of blood ties, also because of all things they manage to do together. Their age range varies from 27 to 41 years old, and they all carry different ideas, passions and interests. One prefers to work with numbers, the second one has strong aesthetic sensitivity while the younger one is into the production process. To each his own, but the real strength is their team. The one they grew up with: a visionary mother who nurtured them with bread and perfectionism and an entrepreneurial father; and the team they have chosen: an art director as their travelling companion and many colleagues in whom they mirror themselves.

But what language do they speak? Sometimes Italian, sometimes Veneto (regional dialect), very often English, but every day they use images, drawings, suggestions that makes their language universal. Boundless and rich in the language of ‘savoir faire’.

Not to please everyone, but to communicate with everyone.

Their objective is not to sell objects, but to create a feeling of well-being in workplaces, public spaces, hospitality and finally homes. Why? Because they didn’t think about it at first, but in the process of creating things that reflect themselves, they ended up with a collection which is: fluid, adaptable, spontaneous. They enjoy staying in the office as much as they like to stay at home, to stay with the team as much as with their family, and their collection reflects this.

The search for the special, in the normality of everyday things.

But now let’s listen to Lorenzo, Alessandro and Francesco about their company:

Let’s start with the name we chose and what we decided to do. Because it is true that sometimes you look for job, some other times it finds you and then you build it in your own image. And we were lucky enough to bring all our ideas to life: True. A simple, quick, concise yet meaningful name.

Our ambition is to make true things, the kind of objects that remain in time, that do not follow trends, that generate good memories and make you feel at ease.

Pure is the value that we would like to convey; a company whose solidity is given by simple things: shared values, the joy in sharing successes and challenges, the concreteness of doing, the will to keep a chain of craftsmen whose products are coordinated with the best contemporary technologies.

But then what is young? What is contemporary?

We like to enjoy the moment, the value of the present, thinking about making timeless objects. True joy lies in being able to live the everyday, which is why our motto is ‘Extraordinary. Everyday.’. Without extravagance, the extraordinary is in every day. You just must know how to look for it. And we strive to do this, educating the eye to look for beauty and the soul to seek complicity even within the four walls of our office. And even if there are more than four walls, the space is still too small for us, because we grew up in the countryside, in the hills, and our horizons go far beyond the industrial complex. We ride our bikes, walk in the woods, organize nature shooting and often dive into the nearby Venice lagoon to reconcile with silence and slow rhythms.

We are not lazy, indeed, but we like to digress! And without the curiosity to change rhythms and horizons, we would not be us. That is True.

Extraordinary? No, but extra-ordinary yes.

We do not consider ourselves special, but genuinely want to live a life full of excitement, experiences, innovations and experiments. A special life, but a real one. And in being true and concrete, it can be extraordinary every day. We are reminded of this by the water bottles on the tables in our offices or the walls we use as mood boards, not to mention the worktable we have transformed into a kitchen, leaving it within reach of all our guests or collaborators.

Because a moment more joyful than eating together is cooking together.

Yes, sharing is part of our DNA.

Also, if among brothers you don’t share you don’t survive, and this life lesson has served us well in business management. A team, even before colleagues; some like to call it extended family, but it is always better to surround yourself with friends than just relatives. So be it: True is a close-knit group of people who have become friends, driven by passion before by work. However, it easier said than done, we also struggle! Immersed in the production of hundreds of articles and the management of daily life, we always try to dedicate ourselves to projects as well, to fulfil our future visions.

But who is talking? Three young brothers? No, it’s the whole company. Its name is True and it plays (and works) to make every day extraordinary.