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 We believe in the importance of our thoughts, of what we – symbolically – put in (and on) our head. That’s why Ama Soul becomes a shelter, a special ally for our balance. This first capsule collection of whimsical headpieces shines for textures and colors: one-of-a-kind sustainable turbans and headbands, made with up-cycled Tessuti Bonotto leftovers. Produced by Cooperativa Alice, a non-profit workshop located in three Northern Italian prisons: Monza, Bollate and Milan’s San Vittore. Ama Soul is fruit of the design of Helen Nonini, who over time made of the turban an icon of her style and personality. Brand Advisor and Strategic Consultant, Co-Founder of Schwa, Brand Consultancy Firm with a strong focus on Diversity, Equity & Inclusion (https://schwa.partners/). Helen communicates a strong message of profound ideals by means of Ama Soul: AMA, the Italian third person for Love, blends with SOUL, in the uniqueness of our differences.Ama Soul’s accessories will give strength and beauty not only to the ones who will wear them: part of the proceeds will be destined to The Circle Italia, an NGO founded by Annie Lennox, promoting women’s rights and gender equality.

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