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Parete Wants to Bring Some Wit to Your Walls

A New Kind of Wallpaper Brand

By Billy Fong // Jun 21, 2022

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Parete founders: Michael Freeman, Daniela Guarin, Matthew Wagman

Ombre Is My Nombre adorning the walls of a chic space.

Parete's Make My Daisy print

Inspiration to dress up your walls.

Parete's Hustle Gangnam and Watusi prints

Inspiration to dress up your walls.

Parete's Show Me Your Peacock print.

Parete's Swinger From The 60's print.

Parete's The Hustle print.

What happens when pop culture meets wallpaper? A slick new brand, Parete, is here to answer that question. Daniela Guarin and Michael Freedman (who co-founded the brand alongside Matthew Wagman) had worked for the same large wallcovering company for about five years, and despite some cultural and age differences, found themselves to be kindred spirits in myriad ways.

“We didn’t fit into this industry because it can be a little precious sometimes, and we wanted to bring a little levity to our work,” Guarin shares. “We gave our products names like ‘Ombre is My Nombre,’ ‘Make My Daisy,’ and ‘Riunite on Ice’ because we don’t take ourselves too seriously. I mean, how many wallcoverings named after cities in Europe do we really need?”

The only things that the team is serious about are design, quality, and the customer experience. They also pride themselves on a small manufacturing footprint, with less waste and a lower, gentler impact on our planet. The Parete plan is to have regular product “drops.”

“We take our cues more from art and fashion than interiors,” Freedman adds, “We want to speak through our voices and reflect our personalities rather than using the vernacular of ‘luxury interior products’ which can sound elitist. We just want to have a little fun.”

Call them new school, old school, art school — all seem to fit.

Available to the trade at Pholio Co., 5646 Milton St., Suite 718, Dallas, pholioco.com.