Who We Are

By Fair Means Shop was born from an idea of ​​Floriana and Mattia. Always lovers of outdoor sports, Flo is also a seamstress with experience in making accessories and a Yoga teacher. Matti, a passionate visitor to the mountains in all its forms, has a past in the commercial management of shops in the fashion sector and, since 2021, also a medium mountain guide (International Mountain Leader registered with the Alpine Guides of Liguria and the UIMLA)

By Fair Means was born from Flo and Matti, united by a passion for exercise, nature, and a conscious lifestyle.

Flo is a yoga teacher and seamstress, attentive to materials and conscious movement;

Matti is a mountain enthusiast, a Medium Mountain Guide (International Mountain Leader – UIMLA) and a member of the Liguria Alpine Guides, with extensive experience in brand retail in the fashion world.

We are resellers of the best brands of clothing and accessories for yoga and outdoor sports (Climbing, Trekking, Bouldering, Trail Running, Mountaineering and Vanlife)

Vision

In 2023 we opened our first physical store, in Finalborgo (Finale Ligure), in the heart of Western Liguria, one of the most iconic places in Europe to experience nature and outdoor sports.

By Fair Means is not an endless catalog: we select only quality and sustainable products, designed for those who practice Yoga, Pilates (Actiwear) and outdoor sports (Climbing, Trekking, Trail Running etc.) with awareness.

Each item is carefully chosen to last over time and accompany you in your outdoor experiences.

Foto di Mummery

“By Fair Means”

The name of our shop is inspired by the famous phrase of the mountaineer Albert Frederick Mummery (1855‑1895) : during an attempt to climb the Dent du Géant in 1880, Mummery declared that the summit was “absolutely inaccessible by fair means” .

With these words he underlined the importance of facing challenges while respecting nature and one's own limits, without shortcuts.

For us, By Fair Means represents a no-shortcut, conscious and respectful approach to nature, sport and outdoor life , choosing quality and sustainable products to live every experience in harmony with the environment.

By Fair Means negozio di abbigliamento yoga e outdoor a Finalborgo ( Finale Ligure)

Not just an online yoga clothing store...

In 2023 we have achieved one of the many dreams we have!

BY FAIR MEANS, the first physical store in Italy specialized in the sale of clothing for yoga and outdoor sports.

WHERE ARE WE?

Our physical headquarters is in Liguria, in the splendid context of Finalborgo (Finale Ligure), the Mecca of these disciplines.

COME VISIT US

BUY LESS. CHOOSE WELL. MAKE IT LAST.

Our mission is to demonstrate how humans can live in harmony with nature without necessarily defacing it. We want to create a community that, like us, shares the Leave no trace philosophy. Each of us can make a difference. BY FAIR MEANS represents our small contribution to this noble cause.

  • Shop

    Whether you are looking for clothing for yoga or outdoor activities, we have selected only the best companies for you.

    Explore our collections and discover how to combine style, comfort and respect for the planet.

    Visit the shop 

  • Events

    In addition to offering you the best clothing and accessories to practice your favorite sports, our dream is to become a real hub dedicated to the outdoors. We organize nature excursions in Italy and Europe, yoga workshops and retreats, following the Leave no trace philosophy.

    Discover our events 

  • Upcycling

    Thanks to Flo's manual skill and passion, we created our personal brand FLARE , dedicated to the production of yoga accessories entirely hand made in Finalborgo . Thanks to upcycling, we transform your old clothes into beautiful accessories.

    Give your clothes a second life 
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