GROOVIN UNDERGROUND NICHE DEEDS
The radical concept store where fashion, art and music are blended together, digging niche underground eco-trends.

If you like it, groove it!

MISSION
Groovin‘s everyday main aims are:
- to monitor new trends,
- to seek emerging brands and independent designers, artists and performers that embody an exceptional concept of beauty,
- to select those who share our vision, approach and trade policy.

Creativity and Sustainability are key factors.

In its hub in the centre of Rome (where Gladiators used to have fun: Rione Monti!), GROOVIN takes pride in offering clients unique handpicked items and designs that promote brands through value of creativity, sustainable approach and conscious buying.

Groovin works hard constantly to keep the proposal always innovative, ‘slow’ and highly inspiring so that its international clientele have the opportunity to find rare products that embrace and pull out their very personal style.
Thus, Groovin mainly collaborates with Avant-Garde Brands, high-end Up-Cycling Fashion Houses and Independent Designers, fairly supporting them.

Groovin has an underground attitude that swings between Style, Art and Music.
Everything is knitted together every day in store and boosted even more during monthly events where selected designers’ drops, artists’ creations and musicians’ performances are showcased in order to deeply experience the underground scene.
In the meantime, the aim is to promote radical connections between creatives, professionals and consumers who love dealing with a loose, but conscious, city turmoil.

Groovin is not simply a store but a eclectic place where individual creativity, artistic visions and an eco-conscious way of leaving are brought to life as a unique experience.

THE TEAM
GROOVIN is made of progressive atoms that stick together when a new molecular project comes out.

We are a melting pot of professionals working in fashion, music and art industries.

Thus, our team ranges from stylists, tailors, artists, DJs and performers to graphic designers, video makers, photographers, digital marketers and last but not least business strategists.

“We strongly believe that the Human Beings need to regain shortly the feeling of Harmony, Passion and Love: we are all connected and still we are connected to the Planet.”

Chiara Mastromonaco
Groovin Founder

VISION

Groovin desires a world where each of us can freely be ourselves.
Everyone was born for e reason and only a good environment can create opportunities for each one to shine properly.

Groovin also believes that the power of a mindful community is the only infinite resource we have on this planet.
Cooperation makes the difference: the Planet needs us.

Groovin strives for becoming a conscious movement.
We want to be the Grooving Voice for those wise globetrotters that swing freely with fashion, art and music, representing the new generation of Groovin’ Lovers.

INDIVIDUAL CREATIVITY FREE LOVE SLOW-CONSCIOUS