IF THE UNION OF SEVERAL MINDS CAN MAKE THE DIFFERENCE, THE GROUPS WE HAVE MET FOR THE MARCH ISSUE ARE AN EXAMPLE OF IT THAT IS ENTIRELY POSITIVE. COLLABORATION AND A COMBINATION OF IDEAS AND CHARACTERS HAVE GIVEN LIFE TO A NETWORK OF MILANESE ORGANISATIONS AND PUBLISHING AND ENTERTAINMENT COMPANIES THAT PROMOTE MUSIC, EVENTS AND CULTURE, PASSION AND EXPERTISE.
WE WILL INTRODUCE THEM TO YOU ONE AT A TIME WITH THE IDEA THAT IF YOU KNOW MILAN YOU CANNOT FAIL TO HAVE HEARD THEM TALKED ABOUT AT LEAST ONCE.
THE FIFTH CREW WE ARE INTRODUCING TO YOU STARTED AS A GROUP OF MILANESE SNOWBOARDERS. IT WAS IN 2002 WHEN BROTHERS LEONI, ALBERTO AND ENRICO, TOGETHER WITH THEIR FRIEND ANDREA TORELLA, BEGAN PRODUCING THE FIRST T-SHIRTS WITH THE IUTER LOGO. AFTER 14 YEARS, AND A MONOBRAND SHOP IN CORSO DI PORTA TICINESE, THEIR COMPANY IS EXPERIENCING CONTINUED RECOGNITION AND WORKING PARTNERSHIPS.
Who are you and how did your company start? What, specifically, do you deal with?
Iuter started in 2002 as a group of snowboarders made up of people who were deeply rooted in the Milanese underground. We wanted to gain recognition and reinforce the identity of the group, so from there we started to print off our first t-shirts with the logo that we still use today.
Today, after 14 years, we work to offer a complete collection every season that keeps a respectful eye on the roots of the brand, drawing attention to the product, with a higher level of communication.
Are there crews that have inspired you?
We have been influenced by people we have met and who have worked with us, and are still working with us. What we are today is the fruit of these experiences: to see what we do with the eyes of someone else– whether they are near to, or far from, you and your company – it helps you to better understand what you are doing.
What advice would you give to anyone who would like to follow in your footsteps?
The important thing is to really, fully understand all the factors that have characterised our work experience, or that of others you want to aspire to. From the outside, complex companies are perceived as simple and it is indisputable that this should be the case. However, when you want to take your cue from these business enterprises in order to build one, you really need to understand everything that is there and that has gone on behind it all.
What are the differences between the no social/social network periods in your sphere?
Today, you have the opportunity to converse instantly with anyone who is following what you do, who wants to see what you do, and who you do it with. The social networks are an additional instrument available to the brands, then it is up to the brands themselves to decide how, and how much, to entrust their communications to them, Certainly they are a very effective instrument and not to use them is practically like not having a website 10 years ago.
Do you have a motto?