Blu Sima is an organic, sustainable brand made in Italy.
Blu Sima was born in February 2012 in the lush surroundings of Ubud, Bali, founded by Italian fashion designer, astangi and explorer Simona Nucera. At that time, Simona was deeply immersed in nature, practicing yoga, and exploring the beauty of organic fabrics, which naturally shaped the spirit of the brand. Simona’s connection to spirituality was nurtured from an early age while growing up in her grandmother’s home. She first encountered yoga in 1995, thanks to her aunt Franca Maria Plutino in her hometown, and has been studying Eastern philosophy and practicing yoga daily since 2006 in Italy and India with RavindraJi, Sharath R Jois and His Holiness the Dalai Lama.
Blu Sima is the meeting point between Simona’s long-standing experience in fashion design and her daily practice of yoga and meditation. A passionate traveler and lifelong seeker, Simona comes from the fourth generation of an Italian family of tailors, carrying forward a rich legacy of craftsmanship. Her life and work have taken her across Europe, Asia, Africa, North America, and New Zealand, weaving together influences from diverse cultures and traditions.
Blu Sima embodies this unique fusion of tradition, exploration, and mindfulness, offering designs that honor the art of slow living, natural beauty, and conscious creation.
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- Our home in Bali, Indonesia
Over the past few years, Simona has been living between Italy and Asia, continuing to nurture her creative and spiritual journey.
“After years working in fashion and many more years traveling for work and study, I decided to create a line of organic yoga clothing, inspired by the constant requests of my friends. It started simply — with feedback from so many people asking me to create a brand focused on organic fabrics and sustainable ethics, it soon became my mission. My training began as a fashion designer in Milan and London, where I studied at the prestigious IED and Central Saint Martins schools before working for various brands. Traveling continuously for study and work, it felt natural to promote and encourage the growth of sustainable, ethical, and organic fashion.
Working for years in contact with tailors and small fabric producers during my stays abroad, I was deeply affected when I heard the news about the collapse of a factory in Bangladesh, where many textile workers lost their lives producing low-cost clothing. From that moment, I decided I wanted to create quality products that went beyond fast fashion, clothing that tells a different story.”