Made in Italy streetwear: the new generation of fashion

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Sweaters, t-shirts, tracksuits and sneakers: the only rule is streetwear! Urban Style, the latest trend among millennials, has broken out in Italy too. We are talking about sporty clothes worn in everyday life, perfect for big cities, well-known for their comfort, and yet very cool. Thus, if you want to be trendy, your closet should at least contain a good amount of sportswear. It could seem easy, but itโ€™s not: the world of streetwear is ruled by notorious brands and designers, who give new life to sporty clothes and sell them for quite expensive prices and, often, as limited editions.
The trend, which comes from the Usa and was born among skateboarders, basketball players, hip-hop and rap singers, gained success in Italy thanks to social networks, mostly Instagram and YouTube, and thanks to fashion icons who made streetwear their personal style. One of them?
The rapper Fedez is keen on Supreme, one of the most popular street wear brands in Italy, next to Balenciaga and A bathing Ape. Of course, the list also contains some Made in Italy brands, which managed to become very popular all over the world. A perfect example is the luxury-sporty brand Off-White, founded in Milan by talented Virgil Abloh. Furthermore, t-shirts by Marcelo Burlon, or by Palm Angels, created by Monclerโ€™s designer Francesco Ragazzi, or those made in the suburbs of Milan by four young guys who masterfully exploited the technique of silkscreen in order to give birth to the brand Dolly Noire.
Finally, how to forget the line Zen, produced by the Italian rapper Gue Pequeno.
Well, even when a trend was not born in our country, the Italian fashion industry always manages to prove its worth all over the world, and sportswear was not an exception!

Elena Tamborini

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