Choices are not between past and future. Choices are betweentime and nothing. If you choose time, it will tell. If you choosenothing, it will be silent forever. Because storytelling first of allmeans to recount: lining up events, dividing moments intothe before and the after, giving meaning to the chaos of ourexperiences on this shapeless earth. History began with thefirst word ever written and will finish on a blank sheet of paper.History, that is, began with the ambition that makes our speciesso different from all the others: to last beyond our lifetime.Writing is more than just letters and numbers.Since 1774, Pineider has given people the tools to create their ownstory, their own history. Writing instruments and leather goodsto safeguard the past, because, without the pursuit of memories,one cannot jump towards the challenge of the future.In today’s digital age, when words can be reproducedinfinitely and freely wander in cyberspace, the paper,and the pen preserves the fragile beauty of something that cannotbe replicated. The slanted “l”, the whimsical “g”, the slight smearof ink, the distance between words: these are the fingerprintsof the human personality. We don’t have a body:we are bodies. Exposed to bad weather and injuries,a body becomes damaged, a body to be looked after.Pineider takes care of our essence, unique and mortal.The digital world gives anonymity a free reign, whereaswriting manually is a dimension of unrepeatable singularities.Writing a simple note by hand becomes a subversive gesture,a way to claim one’s unique quality. Holding a pen, we exposeourselves to the risk of loss and devote ourselves to a certaintyof the never again. This decision is what rebels against themechanism of regularity, and corresponds with authentic luxury.