Italians are famous for many things and fashion is right up there on the top of the list. If I were to ask you to name a few top fashion designers it’s probably safe to say that an Italian designer would make the cut. With world famous designers such as Dolce & Gabbana, Prada, and Giorgio Armani to name a few, it is no wonder that many look to the Italians to see what’s hot and fresh when it comes to fashion and style.
If you are a fan of Italian fashion, like I am, then keep checking back because I will be spotlighting different Italian labels that caught my attention during my recent trip to Italia!
Italian Fashion: Sweet Years
Sweet Years is easily recognized by its heart logo symbolizing passion and emotion. The label, founded in 2003 by calcio players Paolo Maldini and Christian Vieri, has evolved into one of Italy’s most popular street wear fashion brands. Taking full advantage of their exposure to the masses, the calcio players launched the brand by wearing a t-shirt with the heart logo under their team jerseys and would cleverly show off the logo t-shirt after scoring a goal for their team or at the end of the game when it is quite normal for players to remove their jerseys as they leave the field. Awareness grew and so did the brands collections; which included men’s, women’s, and children’s fashions. The collections began popping up in retail stores and displays enhancing the brands young and trendy street wear image. This led to the opening of the first Sweet Years flagship store in Milan in 2006. Since then, Sweet Years has expanded to include a very broad spectrum of items including accessories, bags, footwear, underwear, jewellery, perfume, watches and most recently a home collection. Paolo Maldini and Christian Vieri take their label very seriously, so don’t be surprised to see either of them sporting their own line out on the streets or in the company’s numerous advertising campaigns.
To check out the latest Sweet Years collection visit their website @ http://www.sweetyears.it