2357 is Davide Martelli’s new project. Five years ago he created Pharmacy-Industry his first street wear label, better known with it’s scientific acronym PHCY. After an excellent feedback from 400 accurately selected shops in Italy, Spain, France, Great Britain, United States and Asia he decided to move on and launch his new project: 2357.
Two, three, five, seven are the first four prime numbers, natural numbers which have exactly two distinct natural number divisors: 1 and themselfes. Primes can be considered the “basic building blocks” of the natural numbers. Primes are basic and
unique like the pieces of the collection and like every single one of us.
The 2357 collection consists of high quality basic styles that are entirely manufactured in Italy. Every season the collection will be increased with new pieces that result from an accurate research and interpretation of styles that belong to Italy’s fashion history. Monochrome streetwear that aims to set a new standard in basic clothing.
They opened The Temporary Store did not just show the collection but offered visitors the chance to interact with the composing elements of the collection creating own color combinations and personalizing the space.
The aim of the Temporary Store was to create a POP event involving all the people who take part in the life-cycle of a 2357 garment. The purpose of the event was simple and amusing, like the clothes of the collection, like us.
The Temporary Store got the official name of Sarta Tour (Tailor Tour) and popped up in various cities in Italy. Furthermore 2357 has organized workshops involving experienced designers and students of Milanese fashion design schools like IED and the Politecnico di Milano. The events are meant to comunicate the value of italian craftmanship and make the consumer more aware of the importance of the product’s quality.
2357 wants to comunicate the Italian roots of the brand even through its advertising campaign.
After the launch the campaign presents the collection and its strong connection with local Italian culture, showing common places and familiar situations of our daily life. Each color of the collection matches a tipical craft of our culture. Picturing young people in these locations puts a particular stress on our identity and tradition, values we don’t want to forget.
2357 wants to offer high quality basic clothing with a strong Italian taste.
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