Simon Cracker Spring Summer 2024 Milan Men's Fashion Week

Simon Cracker Spring Summer 2024 Collection Milan Men’s Fashion Week present IN TEORIA SS24

‘One day I will go to live in theory, because it’s in theory that everything goes well’ : this phrase is where it all started. We went in theory, where we are a major successfully brand, and we found many interesting things: a book that in theory is an encyclopedia but in reality it cannot be read, a doll that in theory was supposed to be Barbie’s antagonist but in reality it scared children, a village that in theory is cute and happy but in reality is a prison where everyone becomes a number, a music that in theory was evil but in reality united people of every kind.

Simon Cracker Spring Summer 2024 Collection is a paradox, a happy chaos with a creepy subtext, a patchwork of fabrics that we kept in our stockroom because they were ‘too ugly’, where acid house t-shirts with a redesigned smile go and clash with the stripes and the ‘bon ton’ trench coats of ’The prisoner’ village (the first ‘mindfuck’ TV series back in the 60’s), the cyanotype ‘Codex Seraphinianus’ inspired prints fight with the creepy faces of Blythe dolls and Lalaloopsies hang from messy bags.

In our upcycling and one of a kind garments process, appears a small section of ‘merch’ garments: which in theory should be less ’scary’ and more commercial.

Our travel companions on the train that took us in theory have been precious: Iris Indrigo and Tommaso Pila, two young and talented fashion students that created one look each, Francesca Mitolo of Tee-share, who provided us with a bunch of t-shirts ready to be customized, Giovanni Mareschi from Laboratorio Riciclo Pelle who created three exclusive pieces for the collection, Enrica Ramill of Da Quy for the shoes, Stellina Fabbri and Michela Crippa who allowed us to grab their bijoux deadstock and Susi Foschi, iundefeatable researcher of raw materials to be crackerized.

In theory this press release could have been longer, but shorter as well.

N.B.: THE LOOKS SEQUENCE FOR THE SHOW HAS BEEN DONE TOTALLY RANDOM

N.B. 2: IN THEORY SOUNDTRACK IS THE MIX OF SIMONE AND FILIPPO TEENAGE YEARS.

Simon Cracker Spring Summer 2024 Collection IS DEDICATED TO ALL THE PEOPLE FROM EMILA ROMAGNA, WHO SING WHILE SHOVELING MUD.