The brand name TELA originates from the fabric weaving terminology, where TELA - in Italian - stands for a simple fabric construction, which though simple implies a texture.
In the Italian language it is a feminine noun and femininity is also the brand mission: feminine and minimal at first sight, yet influenced by accurate research.
TELA in Italian refers to the painting canvas as well and as such,
an expression of a mood, of a feeling, of art
In the tailors’ jargon the term is used to mean the first prototype, by which you get a first impression of what the final garment may look like.
The concept of TELA carries intrinsically an idea of versatility, being a material which can be dyed, printed, washed, ripped, ironed …
TELA is also equivalent to a new project, as a first concept to a book writer, as the white canvas could be for a painter.  
All this does not imply that the project is anonymous or generic, quite the opposite, it expresses its potentiality.