Today we report the talk we had with the founders of the Luxury Vision of Super street brand: Dario and Mirco, two very visionary and creative … Super!
Have you always had a passion for design or fashion in general?
Dario: Actually it’s a passion that was born with time, I never imagined to create a fashion brand… when I was a child I had other dreams, to become a professional basketball player, to carry on the family business… then one day I discovered that creating was easy and natural. I started making small leather goods projects, then one day, almost by chance, I had the first “Flames tee” made and I started to enjoy it… now Vision of Super can be defined as a total look that includes clothing and accessories of all kinds from the most classic to the funniest.
How did you two meet? What was it that pushed you to create the brand Vision Of Super ?
Mirco: “We met virtually (in 2020 we can now say) with an exchange of reactions and chat between my profile and the brand. Dario had just started it all, he sees my influence and my numbers on socials and proposes to send me a T-shirt in recognition of an exchange of publicity given the mutual respect. In the end we decided to meet for the exchange from 10 Corso Como. With a chat, harmony and the desire to proceed together in this project is born. I immediately believed in the brand and he believed in my abilities. After almost two years we are here, partners in crime!
Vision of Super communicates an idea of strength and greatness. Is that the goal of the brand? Where does the name come from?
We like to think that all those who are observing our path see us as having already arrived, or better still, that they are not able, at times, to perceive any important changes, while maintaining our iconic line. This is a point that we have always exploited in our favour, our surprise effects have always been appreciated and those who follow us believe in us, because they have always seen evolutions and this is fundamental. We never bore our community and the public now perceives that there is always something new over time. For us it is important to communicate safety and determination in what we do, together with two other important values that are astonishment and evolution.
Dario: as for the name Vision of Super … it’s very simple … when I created the project I wanted it to be a project mainly young and social network oriented …. at that time (two years ago) I often responded to messages or chats with the emoticon of the flame and the word SUPER … so what better name for a project than my VISION of what I loved to write about social … VISION of SUPER.
Where does the inspiration for your collections come from?
Mainly from the world of music, current events and surprises that our planet has in store for us. But we prefer not to take inspiration, but to take risks with our ideas. It’s important not to look at others in order to be able to do something new or unique… You don’t always succeed because fashion has been around for many years and sometimes we too realize that we’ve created a product that doesn’t say anything new: it’s part of the game!
You are a brand very close to the youth target. Would you like in the future to reach and involve also the much coveted “adult world”?
Mirco: Dario and I are two totally different ages, 24 and 34 years old respectively. If we don’t do it, who does? Surely with time there will be important evolutions to certain branches of collections, but we have already seen something in the F-W 2020/21, which will soon be in stores: this is the first official test.
Vision Of Super has started to be in hype thanks to collaborations and a pop up store at Rinascente. Was it difficult to establish itself in the world of street luxury?
The way we’ve been doing it over the past two years, it felt like a piece of cake. Not because it was really easy, but because everything was carried out with passion, great dedication; definitely intelligence and analysis. We carried out a project that was probably missing in the market, despite the fact that the fashion world is crowded with brands even stronger than ours. The product, its positioning and the way it was communicated certainly made the difference, to such an extent that La Rinascente itself probably believed it more than we did. We’ve taken the confidence they’ve given us and worked hard to really show what Vision Of Super can do and what its huge potential is. Today, we’re their biggest selling pop-up in 2019 and that makes us really proud.
You work a lot with established and influential (sometimes emerging) rappers on the Italian scene: how do you relate to them?
We have over 200 nationally and internationally renowned artists who dress our products in a natural and enjoyable way, valuing the path of the brand, the quality and the way we have always set ourselves. We have an iconic product: we don’t ask artists for placement (stories, posts, tags,…) because we are already recognizable and unique visually. This has made it possible for the artists themselves to perceive the brand like so many other important ones on the scene, giving it a value and creating a humble relationship of friendship and mutual respect. The artists give great weight to this approach, because they don’t feel like billboards, especially if the message is “enjoy the product, have fun, do what you want with it, it’s a gift, it makes us happy” and not “I’ll send you 2/3 T-shirts if you tag me”. We take this opportunity to publicly thank all the artists who support us and collaborate with us, also sending a big good luck in particular to those who launched their new album in this period.
The drummer of the well known band The Chainsmoker was for the time of a video “influencer by chance” as he was wearing your Flames Tee symbol shirt. Your first expression as soon as you saw the video?
Mirco: We are often asked about it and it is a very nice anecdote to tell. On Instagram, I find myself on home video of her doing a drum cover on a track by Billie Eilish, wearing our FLAMES TEE. My face totally changed because we never sent her that T-shirt. The icing on the cake was when, a few weeks later a friend of mine called me at 2 a.m. directly from Ultra Europe in Croatia, shouting “THE CHAINSMOKERS’ BATTERIST IS SOUNDING IN LIVE AND HAS ADDOSED VOS’ TEE”. I was in a bar having a beer with friends, it was a party right away. Recently we also “caught” other characters who bought directly online or in one of their shops. For example, even Vidal’s son has been “caught” with our VOS KIDS line: these are unique satisfactions!
What are the style icons you are inspired by?
Mirco: I personally have no style icons because I think I can represent them for myself.
Dario: As a former basketball player I have always looked and admired MJ… for the way he was in the field and entrepreneurial life. An example of tenacity, resilience and hunger for victory.
Describe yourself with one adjective.
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