Reality bites is a movie from the 90’s. We live in an age where the bites of reality afflict the entire planet and we decided to talk about it in our own way. The collection does not really have much to do with the movie, aside a couple of 90’s inspired looks, but it reflects our path and experiences in creating this collection: the difficulties of being an ‘independent ’brand in today’s fashion world, dominated by cynicism and marketing strategies, so far away from what happens in the streets.

We deepened our “punkindness” concept (kind punk which is more effective than violent punk) by mixing a raw aesthetic made of industrial sewings, safety pins, unfinished hems and graffiti with a more gentle and naive one made by embroidery, ruffles, hand written fabrics that look like children notebooks, hand printed apples made with a real apple and a color that smells like the fruit itself.

The final result is what’s between the Sex Pistols and Holly Hobbies.

Aside from the ‘bites’, realness is the other key word. Everything in the collection is ‘real’, starting from the deadstock upcyled garments and leftover fabrics to the choice of the models, all friends and fans of the brand that complete the styling with the accessories that they use every day to define their true identity.

Our story talks about difficulties and enthusiasm: a challenge to do the best with what we have. It’s when you have scarce means that creativity gains a main role.

MATERIALS

Old cotton and linen bedsheets

Upcycled classical men’s shirts turned into notebooks garments

Old parachutes

Knitwear made with discarded wool, cotton and silk yarns

Recycled jersey garments decorated with an industrial sewing machine

Wrong embroideries with the collection messages

Broken and rebuilt up cycled tailoring

All images courtesy of Simon Cracker

PRESS CONTACT: MAXIMILIAN LINZ

SHOWROOM: GARAGE – MARINA GUIDI (marina.guidi@garage-milano.it)

SOUNDTRACK BY IAKO

THANKS FOR BELIEVING IN US TO: ALL THE CRACKER CREW, BAR STUDIOS, MEDIO FORMATO STUDIO, STUDIO CEMENTO, MARIA AMINTA, MAXIMILIAN LINZ, MARINA GUIDI, ANNA STENER, ANDREA BOSCHETTI, ALEXANDRA PFEIFER, LA SIGNORA BRUNA, CNMI

A VERY SPECIAL THANK TO CAMERA NAZIONALE DELLA MODA ITALIANA AND WHO IS ON NEXT 2021 JURY