Ciao, I’m Elena Aste: founder, designer, and dreamer behind ASTELAND.
ASTELAND was born in Genova, Italy in 2021, but the story starts long before that. I’ve always had a deep love for this city and its raw, imperfect beauty. Even after living in New York, London, and Sydney, I felt pulled back to my roots. Genova is where I was born, and I wanted to build something here. Something that felt like me, and hopefully, something that feels like you too.

Before fashion, there was hip-hop. I grew up dancing, moving to rhythms that taught me self-expression and attitude. That energy lives in ASTELAND. It’s not just a fashion brand, it’s a world where you can show up exactly as you are, and express yourself without holding back.

I started making clothes and accessories by hand, using everything from found objects to leftover materials. For me, it’s about turning randomness into meaning and giving forgotten things new life and transforming feelings into form. I believe fashion should be personal and every piece should carry a story that is yours, mine, ours.

That’s why customization is at the heart of what I do. You bring the vibe, the mood, the fantasy and I’ll listen, sketch, source, and sew. Together, we’ll create something one-of-a-kind. Something that feels like it could only exist on you.

The heart of ASTELAND is the Break-Up Bag. It all started when someone (now a dear friend!) wandered into my boutique by chance during a heartbreak. We talked. We cried. We laughed. I made her a bag using clashing textures, bold colors, mismatched charms and somehow it told her story. That bag became a symbol: of making peace with pain, of weaving it into something beautiful, of holding onto hope. That’s the kind of magic I want every ASTELAND piece to hold.

The name ASTELAND comes from my last name (Aste) and the idea of building a space, a land, a whole other world. Not just a boutique, but an experience. A studio, a safe place, an extension of your imagination.

Everything is handmade in Genova, with a smile and a little bit of rebellion.
Because ASTELAND is more than fashion: it’s intentional, emotional, and full of personality. In short, ASTELAND is HANDMADE FOR REBELS.

Thanks for being a part of our story. 

With love,
Elena

Everything is handmade in Genova, with a smile and a little bit of rebellion.
Because ASTELAND is more than fashion: it’s intentional, emotional, and full of personality. In short, ASTELAND is HANDMADE FOR REBELS.

Thanks for being a part of our story. 

With love,
Elena