To affirm our Italian spirit and the pride of belonging to a magnificent country that we love more with words than with facts.
"I’m Italian" means: I'm proud to be Italian, I'm proud to be born in this country and I want it to be written, clearly, on a t-shirt as a symbol of my roots.
I'm made in Italy means that for too many years I did not feel myself Italian enough and it is time to claim a new pride. We became famous in the world and we have not yet fully understood it.
I'm made in Italy is a guarantee of quality, beauty, culture, craftsmanship, tailoring, uniqueness, good food, art, cinema, fashion and design.
I am Italian means to pay homage to the Fontana Sisters, Emilio Schuberth, Valentino Garavani, Germana Marucelli, Pino Lancetti, the Marquis Emilio Pucci, Roberto Capucci, Salvatore Ferragamo, Fernanda Gattinoni, Elsa Schiaparelli, the Fendi sisters, Caraceni and the Litrico tailoring, pioneers of a fashion that would have become, over the years, a synonymous of style and good taste all over the world.
I'm made in Italy means not to forget the Hollywood on the Tiber when Cinecittà was the center of auteur cinema, Anna Magnani, Sophia Loren, Linda Christian, Elizabeth Taylor, Rita Hayworth, Ingrid Bergman, Kim Novak, Ava Gardner, Lana Turner, Marylin Monroe and all the divas that in the 50s were dressed only in the ateliers of the capital. The years of the golden cinema when the theatrical tailors and costume designers such as the unforgettable Piero Tosi, the Tirelli tailor shop and Milena Canonero, were of a great success.
I'm made in Italy means to remember the birth of the pret-a-porter in the Sala Bianca of Florence commissioned in 1951 by the Marquis Giovanni Battista Giorgini.
And for those who are not Italian, to wear a t-shirt with the words I'm Made in Italy means to love Italy, the Italian style and the great beauty.