(by Antheus)

I would like to introduce this second unique piece, the windproof jacket in gore-tex. I ensure you that the word ” wind proof jacket in gore-tex” doesn’t describe it completely. This jacket was made by a tailor; not only you can tell by its cuts, but also by the care applied into details (I do not want bore you with detailed descriptions, pictures speak for themselves). The fit of this jacket is the most important feature of this unique piece. Because of its classic fit, it can be used as an elegant evening jacket and can be worn in a humid day at the stadium. Sportswear and elegance act for one sole piece. Being a “no season” item, impermeability is guaranteed by the taping technology (same technique used for the fabric vase) and by Gore-Tex® warranty. This is something that makes us particularly proud of: Gore, licensor of the brand Gore-Tex®, allows using this material only for technical wear and for high performance apparel.

Following, we will explain the I-I project and its philosophy about the I-I unique creations. Within the I-I team we called this unique piece the “Teahupoo”, same as the village in south Tahiti, where the surfers sighted ” the perfect wave”. In our mind the I-I rain jacket would be resistant to this wave.

Here is the video of the ITALIA INDEPENDENT event in Milan at the end of September  .  You can see the complete I-I team .  In the first shot you’ll see Lapo Elkann, the designer Renato Montagner and all the twelve unique pieces.  You can also see the installation of an enormous vase in tulle inside our Milan showroom, in which are displayed all products. 
Among all hosts, Suzy Menkes of the IHT, the director of Vogue France and some commentators-bloggers .
To view the video clip in a better resolution, click here.

In the past few days I was watching some English tv and what impressed me the most was the Cadbury dairy milk commercial, a classic milk chocolate tablet, which I believe is the most sold in the world.

You can view the commercial here , then we speak of it.

What do you think about it? Aside from aesthetic judgments and an insane consideration (when the gorilla lost the beat; the poor Phil Collins will always be remembered in this written song about his moment of depression after separating from his wife) this commercial makes you ponder upon the future of advertising.

Nevertheless, it’s clear that there is no connection between the drummer/gorilla and the tablet of chocolate.

In this case the objective of this commercial is simply to entertain in the same way as a cartoon or a tv show would do. The link between the product and the commercial is completely lost.

However, would the commercial be done in a way to remember the brand? Would the product be linked to the commercial? If so, does memory produce a purchase process?

It is obvious that this type of understated advertising can be done solely by well-known brands that speak for themselves without having to communicate much. However, I wonder if this type of commercial makes sense (certainty, the fact that we are talking about it means that the advertiser reached his objective)… Is this the future of advertising?

We are proud to announce that Italia Independent will participate to the Frieze Art Fair of London, the most important Art Fair of contemporary art taking place in London October 11th through the 14th at the Regent’ s Park and other locations around the city.

We believe this is the ideal scenario to introduce our new creations. Tomorrow, Thursday the 11th, we will introduce our new 12 unique pieces at the Philips De Pury auction house of contemporary art.

Also, will make our fabric vases even more unique by allowing guests - artists, designer and editors - to personalize the vases by coloring them with a felt-tip pen. The vase will become a white canvas in which to express oneself creativity.

We will let you know how it went!

Today we begin with the description of each of twelve unique I-I pieces presented recently to the press. Here is the description in our own words.
The idea was to create a crossing, a transversal, an original and an independent project, which is the “fil rouge” of all I-I unique pieces. Breaking all “materiology” rules- . In this case we took a classic object, such as the fabric vase, we made it using a technical material and worked it using the same procedure for tailoring. Not simple, isn’t it?.
The result is a fabric vase thermo-taped, that we call Flower Parka. The vase is in a woven fabric coupled with a membrane created with a typical tailoring pattern. Then the fabric is thermo-taped with a technique usually used for technical apparel and for water sports accessories (io farei un’esempio di accessory e apparel…). As a result, paper pattern and thermo-tape give a different an unique shape and a structure to each vase.

We like to think of our fabric vase our t-shirt item of the complementing furnishing design: a simple and familiar object that through its cuts, fabric, and graphic arts (for now simple graphics, but there will be soon some novelty ones), transmits tactile feelings and tells stories like the t-shirt of a skater and its board. Same as apparel, the vase will be available in Small and Medium size.

This creation appealed immediately to MoMA of New York and the Vase was picked for the next exhibitions. Great start!

You can buy it clicking here.

Laurel Keeble is a very interesting contemporary artist that blends pop culture with a millenium sight, rather charming. These are some shots of her last installation called “Graveyard Install”. The theme in this case is the level of idolatry and veneration for symbols and brands.

“The project was based on the theory of magical thinking, looking at belief systems and idol worship, and creating an intervention that like other work I have installed, plays with the viewers perception and with any luck creates a pause for thought! The ‘headstones’ were made from polystyrene, plaster and spraypaint.”

As Antheus has previously mentioned, we are very proud of the new I-I unique creations that we presented few days ago. Thanks to everyone who, in any way, has transmitted effort and energy that allowed our ideas and projects to come to life.I am aware that pictures do not really stand for the new “personal belongings” that need to be “touch by hand” to realize the value and the hard work to make them. I hope you will be able experience them soon.

For now, you can enjoy this great article that Suzy Menkes, fashion editor of International Herald Tribune wrote in respect of the positive comments for the new I-I pieces.

Time zero has arrived. Finally, we presented the new I-I unique pieces.

Made in Italy 2.0 takes shape and materializes with these new 12 unique pieces. Innovative material, new concepts of product, and new cross overs. A flowers vase created like if it was a garment, handbags in material used for aeronautics, rain jacket in Goretex drawn like high dressmaker’s jackets.And more new I-I creations to describe in detail in the next few days.

Today in Milan we spent the whole day to present the new products to the press, fashionistas, and curious stop by’s. Explaining from the creative idea to the first prototype, showing the raw materials and the handicraft makings. We are exhausted, but very happy because by looking at in the eyes of each person we realized we got it right.

Here you can view all the new unique I-I pieces. They will be available in the shops before Christmas, but you can purchase them earlier on the web. In the next few days we will try to describe them one by one with the heart.

In less than a week we will present the new I-I creations that will interpret better our market approach and our philosophy of Italia Independent. These unique pieces have all been formulated inside the I-I team; each project was realized from our faithful partner design studio, Changedesign, outsourcing strictly with Italian suppliers and craftsmen.

Changedesign brings the best students from art schools and makes them work over concrete projects. By concrete projects we don’t mean designing sophisticated graphics with a Mac, but working with hands on materials, learning the occupation of the craftsman, and creating “inexperienced” products.

These students are able to use the actual skill of drawing innovative projects to create actual products. This creates extraordinary situations: students that travel to Italy from China to study design find themselves working with their hands innovative materials and fine fabrics. One step back and three to follow.

This is our contribution to the Italian creativity. Not only to breed new “home” talents, but also to seed the “Italian know-how-to-do” of young talents that come from foreign countries. Also, in this case, we love to talk about new creativity and the creation of a new species, which is the “Craftsmen 2.0”.

Hello everyone. We are here revising the final details for the September presentation of the new products.

I am very happy on how things are going; most of all, I am pleased about the teamwork we created. We were able to form a harmonized team, in which each expertise mixes with one another and complements each other. There are different types of personalities and talents: the creatives, the rigids, the strategists and intuitivist… however, only all together we can reach the wanted final result. This happens while inventing, producing, and communicating the product.

We had created a real family spirit. What I mean about family is not the Italian family, but the American family, such as a group of people that live well together.

I am also happy about the new products because they describe better the philosophy of Italia Independent. The main goal is to innovate before making a profit. We are not interested to create a collection; nevertheless, we want to make unique products, original, and likable. If not, we rather make nothing.