nss presents SAVE THE DREAM
by Luca Imbimbo
nss has launched a revolutionary challenge: letting a selection of Italian street wear brands customize the items of the new #techpack line by nike. This is how the editorial produced by nss factory and shot by Italian photographer Vito Fernicola was born. The pictures show the items resulted by this collaboration inside an historic Milanese location like the Sacrestia of via Conchetta, on the city’s Naviglio Pavese. For the participant brands it was a dream come true. The project is part of the activities supported by nike Italy on the occasion of the brand’s move inside the futuristic frame of piazza Gae Aulenti in Milan.
The brands who took part into the project:
GCDS Wear: Italian brand founded in 2009, it develops its collections starting from an aesthetic which comes from the streets. In a perfect balance between sportswear and normcore, with a particular attention for the detail.
On and On: project of fashion designer Silvia Di Grazia born in 2009, the brand takes its inspirations from the world of music, street wear and underground phenomena.
Les Géométries: the French name hides the Italian soul of this brand of “active couture” which aims to create a versatile and dynamic product.
Iuter: Milanese street wear brand founded in 2002 which a focus on the skaters and hip hop subcultures of the city. 100% made in Italy, it mixes stylish cuts with tailoring tradition.
Uppercut: milanese brand which aims to reach a “superior cut” and focus on the excellence of fabrics. Its inspirations come from music, underground culture, but also selected fashion runways.
Photography: VITO FERNICOLA
Art direction: nss FACTORY
Styling: nss FACTORY
Styling Assistant: SILVIA VINCI
MUA: ASSIA CAIAZZO & ILENIA TINELLI
Models: DAVIDE @BOOM, JONJO @BOOM, NATALIA @MONSTER, LUTZA @MONSTER, FRED @MONSTER
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