Our selection of brands to watch starts with Call Me 917 , a venture founded by skater Alex Olson, that we should define as a real norm-core skate label, currently available in selected top sellers worldwide. Call Me 917 produces tees and professional decks.



Another brand which focuses on t-shirts is Dreamland Syndicate, Their style signature is minimal and is all about graphics: from the pyramid-shaped object that investigates about different levels of knowledge to the branding print.



Our fashion journey continues with  t_o_o_g_o_o_d, the brand founded by two english sister (Faye and Erica Toogood) obsessed with shapes and drapes, and also in creating furniture, interiors and sculpture.



From the asceticism of the british duo we go straight to the preppy spirituality of Cathedral Yard: in their instagram account the label propose several images of Notre-Dame de Paris and the Duomo of Milano. They make outerwear and logo sweaters and t-shirts: their vision is nostalgic and they get inspiration from university campus life.



Less spiritual, yet art-house but with a sexual approach, is Andrew Richardson, the 50-year-old creative director and designer, launched his clothing line after publishing for several years an homonym cult magazine about art, his collections include tees, button-front shirts, sweatpants, sweatshirts, denim and accessories, all connoted by a provoking attitude. Richardson mag is one of the well-known clients of Alex Dondero’s LQQK Studio a DIY print shop that refuses the robotic digital-printed era and creates silkscreen, fashion samples, art prints and business cards. The cult spot runs a print operation, reminding everybody how poetical and precious craftmanship is.


Someone who instead rides the waves of the web is post-internet generation artist/designer/DJ Heron Preston. No gender and upcycled clothing represent already his style-DNA: he is one of the most powerful voice of contemporary alternative fashion. He just joined NGG holding by Marcelo Burlon.


Our fashion trip ends up with a legendary Dutch brand: Patta. Since 2004, in the city heart of Amsterdam, the store monopolized the attention and became the core of Dutch streetwear. After the growing audience demand, the owners of the streetwear shop launched their in-store line with a capsule in 2011 that was available at five retailers worldwide. Now sold at 15 retailers worldwide, their collections have grown esponentially, also thanks to their collabo with other top-streetwear players. Patta represent the “old-school” side of our rap-fashion trip, which is the quintessence of experimental, groundbreaking and hype side of fashion.

Text by Lorenzo Sabatini