Tell us about Sort of Looser . How did the brand started?
Sort Of Looser was born basically as a crew, we had my drawings, we had the surf, the music, and we wanted to do something different for our city, Genoa in the north of Italy.
At the beginning we were in four, actually my best homies, and each one had different skills, so… why not?
We started with a small production of tshirt, produced in Bali where my partner Antonio used to go surfing quiet a lot, and year by year we tried to add more products to our collection.
Can you walk us through the design process for a new piece?
We have a very digital approach to fashion, everything start with a really simple design from a paper model that I scan and I elaborate digitally.
I want to create a basic collection of product to renew constantly graphically, changing prints and illustrations season by season.
Prints is a passion, I can start from a drawing on a paper, a paint I made or from a picture to finish my work on my laptop and make it ready to be printed.
“Surf and art had always been really close friends and that what’s going on here.”
Surf influence is very much in the Sort of Looser DNA. How is the surf community in Italy?
Surf is our family, we got adopted by the surf community in Bogliasco a small town not too far from Genoa where my partner Antonio founded a Surf Academy called Roofless and here we planted our seeds.
For what concerns me I’m not a professional surfer but I really got the vibes living with them day by day, and I feel it really close to my view of life.
Surf and art had always been really close friends and that what’s going on here.
How many people are on your company? How do you work together?
My bests took different professional decisions and now is just me and Antonio.
I take care about creativity and production and my partner deals with sales and business.
Being few inside the company we work a lot with outsourcing project, and people that collaborates periodically with the project.
“We are going against the grain here where is becoming difficult to build something you really believe in, but we don’t need much, just give us sun, waves and a job that is not making you feel like you are wasting your time.”
What do see for the future of Sort of Looser?
I don’t want to build a massive production company but I want to spread our project around the world finding people passionate, that can see in our brand something in which they can identify themselves and maybe be part of it with what they can bring to the brand.
The clothing line is just a starting point for me.
The future of Sort Of Looser is shining, and that’s because no matter what we will always find a way to live by the sea.
We are going against the grain here where is becoming difficult to build something you really believe in, but we don’t need much, just give us sun, waves and a job that is not making you feel like you are wasting your time.
Don’t forget to check out Looser’s playlist on Spotify called Amore Salato for some cool music vibes: Sort Of The Looser
The Daydreamers Team