As a Cool Hunter, GROOVIN seeks out and promotes avant-garde brands and independent designers from the alternative scene, championing eco-conscious fashion while staying true to Groovin’s approach and values. As an extension of Groovin, Groovin Label releases androgynous capsule collections crafted from stock fabrics and upcycled materials, transforming them into versatile ready-to-wear pieces with a distinct identity. Currently, Groovin reinforces its philosophy through curated events and collaborations inspired by all kind of diverse artistic creative such as designers, DJs, performers, painters and celebrations of life such as festivals and music.

Hunting

Groovin’s ‘soul’ purpose:

•  To uncover alternative niche discoveries, explore unconventional creatives, and dive into new possibilities— providing a space where like-minded individuals inspire and uplift one another.
• To seek emerging brands, independent designers, creatives, and performers who embody an exceptional and alternative concept of art.
• To invite those who share our vision, approach, and values—immersing them in Groovin’s philosophy.

Creativity end Eco-consciousness Intertwining

In our space at the heart of Rome, GROOVIN takes pride in offering a curated experience similar to that of a personal closet, featuring handpicked designs that embody creativity, inclusivity, eco-consciousness, and longevity. Groovin is committed to celebrating creativity, ensuring its selection remains true to the moment—ever-evolving, inclusive yet exclusive. As a reflection of the Groovin community, our diverse clientele has the opportunity to discover unique pieces that express deeply a personal style meant to last. In this approach, Groovin primarily collaborates with avant-garde brands and independent designers, promoting and supporting their work and vision.

Fashion, Music and Art

Groovin embraces an alternative attitude where everything seamlessly blends together—except when our monthly events take place These curated happenings spotlight one of our brands, paired with artists and musicians, showcasing the true essence of our alternative experience. We get inspired by all kind of diverse artistic creative such as designers, DJs, performers, painters and celebrations of life such as festivals and music. We celebrate and appreciate both our creative community and shoppers, welcoming walk-ins and plus ones alike. These events create a buzz—what we call a “Happening”—all in support of true art, creativity, and soulful connections. 

The Team

Founded by Chiara Mastromonaco, a strong believer in the power of individual skills and the importance of building a well-structured team, Groovin extends its influence beyond those in-house. From style-advisors to back-end support to social media, Groovin’s impact reaches far beyond its core team. We are a melting pot of professionals from the fashion, music, and art industries. Our team includes stylists, tailors, artists, DJs, performers, graphic designers, videographers, photographers, digital marketers, and, of course, business strategists. I strongly believe that human beings must soon reconnect with the feelings of harmony, passion and love. GROOVIN  strives for creating a good environment for these feelings”. 

The Vision
GROOVIN envisions a world where each of us can freely be ourselves. Everyone is born for a reason, and only a positive environment can create the expressive space for each to shine. GROOVIN also believes that the power of a mindful community is the only infinite resource we have on this planet. Cooperation makes the difference; we are all connected — the planet needs us. GROOVIN strives to become a conscious movement. We want to be the voice of those wise globetrotters who flow freely with fashion, art, and music, representing the new generation of cultural pioneers.