UNITED STANDARD, TOP BRAND FOR SUMMER 2021
As you well know, we have a particular passion: that of intercepting new stylish brands and offering them a preview.
This is the case of United Standard, a street brand that we particularly like and that you already request from us in a particular way both in store and on our shop. In fact, if we were to make a ranking of the trendiest brands of this 2021, this United Standard would certainly fall in full force.
Why choose United Standard? For many good reasons. Starting from the fact that United Standard is an all-Italian brand that caused a sensation during the past editions of Milan Fashion Week. A project that can fully fit into the streetwear field without renouncing that allure, that sort of attitude that makes them so hype.
The story of United Standard effectively starts from 2015 immediately after the launch of Vetements and which had already given an important acceleration to the propagation of street style around Europe. In fact, just as the Antwerp School did, which is a large collective of stylists and creatives who reinterpreted the concepts coming from the asphalt, from the street, so also the Italian project wanted to express its opinion on the reinterpretation, rather to the development of new and innovative streetwear codes.
And so United Standard was born, from his founding father Giorgio Di Salvo, who is actually a well-known character for those who frequent Milan and its surroundings. In fact, before being the father of United Standard, Giorgio Di Salvo is a great frequenter of the Milanese clubbing scene and consequently well known by professionals, artists, creatives. For him, therefore, it was an almost obligatory step and certainly much simpler than other brands, the one that led him to “explode with success” his brand, United Standard in fact. A little because he was already well known around the world, a little because he was able to surround himself with professionals, digital-addicted, influencers, musicians, who supported his project.
Certainly knowing the Milanese scene and new communication codes, therefore, helped him a lot to create items that were absolutely contemporary. We love them for this very reason: because they tell urban styles and stories in an impeccably modern way and in which it is a microcosm that unravels a narrative made up of elements that combine and osmotize each other. Thus began the project that from Milan has expanded throughout the national territory and up to the catwalks of the Milan Fashion Week, as we told you about.
Meanwhile, Giorgio Di Salvo's ability to combine a certain propensity for street culture with the experimentation of innovative graphics for t-shirts and flyers, attracted the attention of the designer Marcelo Burlon, who hired him from his team of creatives entrusting the creative direction. At the same time, since 2015 the designer and DJ Giorgio Di Salvo decided that the time was ripe to develop his own line, his own project. And so, the experiences with Marcelo Burlon and Virgil Abloh, merged into a new aesthetic, a new creativity. That of United Standard, in fact. A creativity made of color, street and subculture-inspired inspiration, details, contrasting colors and an obsessive attention to quality, materials and, of course, a style that does not go unnoticed. What will be your United Standard core items