THE ROLE OF GRAPHICS

Luca and the Local Heroes T-shirt

BREAK DOWN THE WALLS

In streetwear fashion, sustainability, aesthetics and communication move on different tracks.

However, we are convinced that a garment cannot only be beautiful , or only made in a green way.

The situation worsens when the product becomes the least important part of a brand's strategy: the investment is directed only on the image of the brand and perhaps on the influencer of the moment (how many brands have been born over the years with this "philosophy"!).

Beyond the millions of discussions, in our opinion to make fashion truly sustainable we need to break down the walls and create a single path that can unite all the paths.

A product must be able to touch the emotional and aesthetic sphere, without forgetting to touch the cultural one.

That's why when we say that our t-shirts go beyond being the " classic t-shirt ", well we are simply telling you the truth.

Read on, we'll tell you why.

THE VALUE OF GRAPHICS

Graphics and concepts that you find printed on our garments are designed on multiple levels:

• MESSAGE: each graphic must be able to convey a message of value that can accompany and stimulate thoughts and become a part of you
• DURABILITY: the graphics are designed so that you can wear them even in 10 years, without thinking that they have gone out of fashion (we fight against passing trends...)
  
• AESTHETICS: we don't underestimate it either! Every garment and every concept must be beautiful and must be able to attract the eye. We want you to want to wear them every day too.

That's right, unlike many brands we don't stop at the aesthetic aspect.
We like to go further.

THE EXTRA STEP

WHY is the very powerful t-shirt on equal rights between men and women

When studying concepts and messages we decided to take a risk.

We often touch on topics that other clothing brands don't address because they aren't mainstream for fashion.

Some examples?

We talk about gender equality , cat-calling , differences between generations , environmental protection, life values ​​and much more.

However, we try to do it in our own way, combining the message with an original aesthetic side, of value and why not, often seasoned with a touch of irony.

T-shirts that carry important messages are usually rarely worn.

The reason? They are often really basic and let's face it, aesthetically ugly.

We knocked down this wall too!

We make you a promise: we will continue to raise the bar of the message!

WHY DO WE DO THIS?

There are thousands of brands that produce t-shirts.

Even your local supermarket probably designs t-shirts.

There would be no need for us if we were like everyone else.

For this reason we took a different path; a path that transforms the t-shirt into an extraordinary means of communication, capable of overturning superficiality and making you aware.

We're actually crazy, but that's okay.