To find out the roots of this story we have to do a jump backwards.
Milan, early 2000, it could be 2002, San Carlo square near Piazza San Babila. Over there is the first time two people migrated from the land of Puglia met each other, one a student of fashion design at the Marangoni and the second a student of economics in Cattolica university. Clear sky, a sun unusual for the horizon of Milan. It was the prelude to a spring that would last most of the expected. It was eleven years ago.
From that day their streets have been divided and twisted several times, but there were more crossings than leavings.
Today, the year 2013, eleven years later, a period of absolute crisis: there is no work, no satisfaction, no perspective and there is hunger. But there is a dream. One of those who gave the survival to more than one person on this earth. In this case is to transform the way we think about clothing. Disrupt the chain of purchase “see – memorize – wish.” Reversal of perspective, “dream – conceive – realize.”
Until some time ago in the identification and adhere to stereotypes ensured the inclusion of the individual in a certain type of society. Today the brand is dead, is no longer the safe island that represented from the 80‘s to the first decade of the new millennium.
More than ever there is a need to express the diversity compared to the world surrounds us: a memory, a suggestion and the willing to leave a mark.
The experience, the culture, a gesture, a Bizzaria in the way we introduce ourselves may be the encouragement for something craved.
Tailor made Men suits, accessible to all, where the uniqueness is the goal that 11 want to achieve.
From Now it will be a different story, and it will be re-write by the client.