The brand aims to revolutionize Italian fashion by blending traditional Italian quality, craftsmanship, and elegance with international influences and contemporary streetwear styles. It critiques the conservative nature of Italian fashion, seeking to break predefined rules and stimulate change. Drawing inspiration from American, Korean, and Japanese subcultures, the brand aspires to create luxury streetwear that is comfortable, oversized, and executed with high-end Italian materials and techniques. This approach results in a sophisticated yet youthful aesthetic, termed "street quiet," that merges bold and refined elements for an elevated fashion experience.