About 2 years have passed since we presented a preview of the birth of a new Italian urbanwear brand launched by the brothers Raffaele and Salvatore Romano: WHY NOT BRAND.
If one of Wait’s mission is to discover and present the new brands from luxury to streetwear able to leave their mark, it is also true that even the most beautiful promises are not always able to maintain expectations.
Today, however, we are right in front of one of those promises, which have not only blossomed, but which have grown to become significant realities, in the Italian urban scene, but not only Italian.
WHY NOT BRAND presents the new spring-summer 2018 collection called ‘UNREAL‘.
It is here finally, we are faced with an all-Italian brand capable of marking an important commercial success, beyond the passing fads of the moment, which has shown continuous growth.
To be successful over time there are not many shortcuts. But 3 basic ingredients. It takes a product of great quality, it takes an important style and able to be recognized and a communication at the height. Without one of these elements you do not go far
Quality.
So let’s start from the quality: WHY NOT BRAND has focused on a 100% Italian product. Not just sweatshirts and tees. But also high-level denim with truly great washings, shirts with a perfect fit and that do not spoil the first wash, genuine leather jackets that smell of the artisan spirit, shoes made of aged leather made in the Marche region. Who buys the brand once, knows that you can trust. Because you put in the closet a product that can accompany you from season to season.
Style.
Let’s talk about style. It is here that in my opinion, WHY NOT BRAND has made center again. A new collection highlights it clearly. I would talk about transversality. We have seen how sneakers and streetwear have invaded the catwalks, we have discovered as top brands know how to gracefully pass from a gymnastics or a hooded sweatshirt with the ‘strong’ graphics to a sartorial coat. Many brands still can not understand how important this is for the final public, but above all they are not able to give life to the collection once the concept is understood: putting together a look that mixes pure streetwear with refined casual garments is not for nothing easy, but WHY NOT BRAND can do it with great nonchalance. This is the chinese neck shirt, the track-pants with a side band and a classic suit with a contemporary touch. The knitwear in quality cotton combines a t-shirt with attention to fit and every detail, so the classic trousers are revisited with a ‘low crotch’ fit, with waistband and side bands, so the sneakers have a minimal and clean look that makes them perfect on every occasion, even under a suit.
And then there are the details, which make the difference in style. The fringes of the shirts, the jerking of the jeans, the patches oversewn with art. Or that magnificent detail of the knee effect experienced with the printed motto ‘limits like fears are often just an illusion’.
Communication.
And then there is, finally, communication. A young brand that, with significant investments, has managed to enter the stadiums, with an advertising in style, but also able to make one’s own word of mouth, as many planetary players love to wear the brand, and they do it looking for the product for the pleasure of wearing it, without being paid witness: Benzema, Boateng, Lamela, Kovacic, Mertens, Schick, Vazquez, Perotti, Banega, Negredo are just some of the big names of football that we have seen on social media.
In short, the brand today has conquered dozens of Italian boutiques, and is also expanding abroad with a certain speed. The Italian urbanwear in recent years is starting to say its in the world andWHY NOT BRAND is in the forefront.
Last news of the corridor: the first mono-brand store of WHY NOT BRAND is coming to Bologna. Another fundamental step for a brand that wants to leave its mark, grow continuously and become more and more a point of reference.
But now no more talk. And enjoy the images of this new collection just arrived at selected stores. Hot stuff.
INFO WHY NOT BRAND
Official site: www.whynotbrand.com
Instagram: www.instagram.com/whynotbrand/
Facebook: www.facebook.com/whynotbrandofficial
CHEK ALL SS18 COLLECTION HERE BELOW!
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