Florence Atelier - Where design meets intention

Her Story

Florence.
Purpose.
Mindful Living.

"After my 40th birthday, I thought I was going to die. I was diagnosed with streptococcus pneumonia, and spent 5 days in the hospital. It took me a month to rebuild my lungs and 3 months to fully recover. A former social smoker, I thought, 'maybe I should no longer smoke...'"

— Lady Kendra
Founder

The Story

That's when The Substitute was born—my personal cure to cancer.

This mission is deeply personal, as my husband passed away from cancer 10 years prior. In his honor, I raised over $100,000 for the Leukemia and Lymphoma Society in 2010, becoming Woman of the Year.

Now, I'm on a mission to help millions reduce stress, smoke less, and live longer, healthier lives. Every breath taken with The Substitute is a step toward a healthier, cancer-free world—because cancer sucks.

From my atelier in the heart of Florence, where I've dressed discerning clients with thoughtfully designed garments for years, The Substitute carries forward the same philosophy: beauty and purpose are inseparable.

Every curve was considered. Every material tested. The result: an object that belongs in your hand during moments of transition, a mindful companion for a healthier life.

Our Philosophy

Craftsmanship

From years of creating garments in Florence, Lady Kendra brings an eye for quality and detail to every product. The Substitute reflects her commitment to materials that last and design that endures.

Intention

Design should serve purpose beyond aesthetics. The Substitute transforms the ritual of breathing into an act of self-care, an intentional pause in your day.

Sustainability

True luxury respects the planet. Reusable for years. Zero toxins. Materials chosen for longevity, not disposability. Conscious design for conscious living.

Timelessness

Trends fade. Good design endures. The Substitute avoids fleeting aesthetics in favor of classic form that remains relevant year after year.

The Florence Influence

Florence has been the birthplace of revolutionary design for over 600 years. From Renaissance masters to contemporary fashion houses, the city's DNA is woven with craftsmanship and innovation.

Lady Kendra's fashion showroom sits in this legacy. The Tuscan light that illuminated Michelangelo's studio streams through her windows. The commitment to excellence that defined Florentine artisans shapes her eye for quality and detail.

The Substitute reflects this design sensibility—the restraint of Italian minimalism, the warmth of Tuscan aesthetics, the confidence of knowing what should endure.

"In Florence, beauty isn't decoration—it's necessity. This philosophy guides every choice I make."

From Concept to Creation

The Wake-Up Call

After surviving streptococcus pneumonia and spending five days in the hospital, Lady Kendra knew she needed to quit smoking. Recovery took months. The decision was clear: no more cigarettes. But what would replace the ritual?

The First Prototype

The first version was simply just for me—large, almost comically so. A costume prop more than a functional tool. But the concept was there: something to hold, something to breathe through, a physical anchor during moments of transition.

Refining the Vision

The design evolved. Smaller. More elegant. More intentional. Drawing on years of fashion design experience in Florence, Lady Kendra applied her eye for proportion and detail to create something beautiful enough to carry daily.

From Personal to Universal

I made it. I used it. I sold it. What began as a personal solution in the United States became something more. Friends asked for one. Then clients. Then friends of clients. Now based in Florence, Italy, The Substitute has evolved into a mindful breathing companion for anyone seeking intentional pauses.

Business with Integrity

Building The Substitute meant integrating partnerships and non-profits who share the vision. Ethical manufacturing. Quality that lasts years, not months. Each piece produced while maintaining the integrity of the original design.

Your Journey Begins

The Substitute arrives in your hands. From hospital bed inspiration to your daily ritual. From personal tool to conscious companion. Your story with mindful breathing starts here.

Florence.
Purpose.
Mindful Living.

The Story