“Acida sempre acido per me, acido per te, acido cos’è, Oo oo oo oo oo!”*

At the end of the 90s, Acida, hit of the punk-rock group  Prozac+, beats on the Italian radios: a simple and provocative text on a repertoire base.

A 3.0 generational provocation is instead Marco Coviello’s – aka Xanny Lovely – founder of PHYEMBY. A sentimental anagram of his nickname and of the psycho-drug Prozac (exactly!), PHYEMBY was born in 2017 with the aim of mixing streetwear and cyberpunk graphics and communicating with an audience of trendsetters and experts.

The garments, all no-season, are a mix of sub-urban culture and avant-garde eclecticism.

A specular reflection of a constantly changing society, the Brand is the natural evolution of a researching fashion that wants to become a reference.

We met the designer some days ago and that’s what he told us…


Hello Marco! When and how did your interest in fashion start?

My big interest in the fashion world was born around my seventeen when I started with shopping. I was more and more curious about the items I bought. I didn’t look just at the product itself but also at the brand philosophy and the different advertising.


What is PHYEMBY?

PHYEMBY is a project created with the mission of conceiving fashion as a story about everything having inspired me in either a positive or a negative way.



Why did you choose this name?

The name Phyemby is a series of anagrams meaning “the biography of Marco and the Prozac”. I’m Marco, the founder of the brand and well-known as Xanny Lovely.


PHYEMBY is an Italian label founded in 2017 in Naples with the aim of mixing streetwear and cyberpunk graphics and communicating with an audience of trendsetters and experts. How do you define your style? Who is your top customer?

At the beginning the brand mission was to melt avant-garde and streetwear styles, the first drops had volumes and shapes influenced by avant-garde. Phyemby’s customer is the one that makes great research and pays large attention to it, he doesn’t focus exclusively on the historical brands of the fashion world but he feels pleasured while wearing new and fresh products


How did the collaboration with the rapper Sfera Ebbasta come about?

The collaboration with Sfera Ebbasta started in the very first months of PHYEMBY’s life, when I got in touch with Sfera’s stylist; she was totally in love with the tees, and Sfera as well was so much satisfied with the product to involve the editorial pictures on his biography book.



Street, art, city: how do you combine these three elements in your items?

In the guys who wear them.


Tell us something about the collections.

We don’t have seasonal collections, but we have different drops and actually, we are now close to the launch of the third one, with a hot taste: the vintage soft-porn “Italian stallion”. A self-celebratory parody of the founder, currently used in every kind of art.  The tee is the key product of the brand, it’s also the item I use the most.



What is the future of fashion?

The future of fashion is to move far away from fashion itself.


As always, our last question… According to you, what is really FUCKING YOUNG!?

Soft porn, the porn-movies with a plot.



Producer & Founder: Marco Coviello 
Art direction & Style by Veronica Carmen Massa
Photography by Milo Alterio 

Follow PHYEMBY on Instagram