This is the menswear brand founded by Matteo Lamandini in 2015 after winning the “Designer for Tomorrow” competition and collaborating with Tommy Hilfiger. It was the designer's own idea, and aims to give a new look to formal clothing in order to make it more suitable for a younger target, with elements of streetwear. Formal clothes embrace street fabrics, while street clothes adopt quality fabrics with a mix and match approach.