I'm Lorenzo Armati, creator of Switch.
My background includes a variety of jobs, from working for a music distribution wholesaler to carpentry, an art I'm still passionate about today.
Creating and revolutionizing are constants that have always accompanied me.
Unexpectedly, in 2005, I had the opportunity to open my own shop, a place where I could express myself and be surrounded by all my passions.
Without thinking twice, I quit my job, took out a bank loan, and ventured into an unknown world.
The first few years were quite tough due to the compromise of having to share the business decision with a partner. This choice turned out to be the wrong one, and I had to learn it the hard way.
I never thought about starting the Switch project to make a lot of money; I always hoped to be able to do what I loved, what made me feel alive.
I'm convinced that if you do what you love with passion, hard work, and if people appreciate who you are and what you do, success will come.
Success has to do with passion and what allows you to continue doing what you love: that's all.
I just knew I wanted to create something that reflected my lifestyle and the values passed down to me by my family. At the same time, I hoped it would be a source of inspiration and identification for others.
I always personally select the brands we sell in-store. Over the years, I've managed to import and promote new brands in the Italian market. I've pioneered brands that have become famous over time, knocking directly on the company's door. Sometimes the first attempt wasn't successful, but on other occasions, despite my small size, the passion I demonstrate has allowed good collaborative relationships to be created, strengthened, and grown over time.
I've always wanted to maintain the image of Switch as a repository of select items that 100% reflect my identity. Sometimes, I've chosen what I liked and loved, even knowing it would be harder to sell.
There are many brands I could choose from that might be seen as "commercial" demands of the moment. I'm sure that if I limited myself to offering only those, they would probably sell very well, but they would also go against my nature and the mission of Switch.
Over the past few years, I've met many people, and over time, our relationships have strengthened: today, there's a small, close-knit group that helps Switch and me manage the many aspects of business management, and discuss and plan new projects.
Since 2024, after several years of research, and after nearly 18 years in the same location, our store is in the heart of Florence, in one of the coolest neighborhoods in the world, the Oltrarno.
Switch is on Instagram and online, and while I'd prefer direct, face-to-face relationships, I have to admit we're in the age of the internet. So, with the help of some talented web friends, we've tried to create an online store with a family atmosphere, striving to convey what we do every day in the store and to pamper you from afar, hoping you'll be able to identify with our state of mind and what we want to be.
Over time, I've been fortunate enough to experience a variety of realities; research trips abroad have increasingly led me to focus on the objective and seek a precise and recognizable identity.
I believe natural curiosity is the starting point; it's the spirit that keeps Switch constantly evolving and that drives me to continually research and propose new ideas. As Albert Einstein once said: "I have no special talent, I am just passionately curious."