NOT BEING CONTENT WITH BEING SIMPLY KNOWN AS ITALIAN FASHION, SUNNEI IS A BRAND, WHICH REJECTS LABELS AND SPELLS OUT INNOVATION. USING TRADITIONAL ITALIAN MANUFACTURERS, LORIS AND SIMONE SEEK TO CREATE SLEEK SILHOUETTES, STRIKING PIECES. A SYNONYM OF YOUTH, SPONTANEITY AND IRREVERENCE, WE GOT IN TOUCH WITH SUNNEI TO FIND OUT MORE.
Hi Loris and Simone, you’re Italian based fashion designers. What do you think of Italian designers currently and what makes Sunnei different?
Loris and Simone:
The Italian system has always been based on the notion of tradition and can be called a rather “closed” network in relation to all the actors within. What makes us different is that we are trying to portray a new understanding of “Made in Italy” with a focus not only on tradition but also on the idea of innovation. This can be seen in the balance we try to maintain within our artisanal approach and innovative cuts with a touch of sportswear-esque aesthetic.
Your collection revolves around the notion of ‘the casually dressed gentleman’; it’s a mix of sports luxe and suits/structured cuts. What vision do you have when doing this look?
We take our inspiration from everything and anything that revolves around us! The SUNNEI men are strong characters that don’t structurally change their wardrobe with the influence of seasonal trends. Yet he is always aware of what is happening in arts, music and architecture. We like SUNNEI becoming a part of these strong identities rather than identify them through huge logos and gestures.
IMAGE BY SUNNEI
How did you both start? Talk us through your professional and personal journey into the fashion industry?
Loris: I was born in Grenoble in 1988 and spent and studied in New York before graduating from marketing at the Università Bicocca di Milano. I worked with Gucci holding the title “Worldwide Visual Assistant” and gained a diverse experience portfolio including photography.
Simone: I was born in Catanzaro in 1987, moved to Milan for a Masters in “Digital Media Management” at IED after having earning my degree in economics. I then gained various experiences within the fashion industry as a photographer and as a digital strategist in a communication agency.
How did you come up with the name SUNNEI?
We came up with the name “SUNNEI” as we were doing a road trip and singing inside the car. We like playing on Italian stereotypes and the name was the rather Italianized version of the word ‘sunny’.
You went from clothing to designing accessories- shoes in particular. How was that creative process?
Designing accessories – especially shoes were very different from designing clothes in the way we were used to. There are so many different parameters to take into consideration! So it felt both like an adventure and a challenge at the same time.
Being a menswear designer comes with challenges, do you feel there are changes needed to be made in the industry to reach the menswear circuit?
The pace and the trend-driven facet of the industry are being discussed every single day by all the actors that act within. Even though menswear works slightly different than the womenswear segment, these general structural changes are felt at every step.
WE TRY TO DO WHAT WE BELIEVE IS RIGHT – THAT IS NOT BEING BOUND TO THE OVER CIRCULATION OF TRENDS AND PRODUCING GARMENTS IN WHICH OWNERS CAN FEEL GOOD IN NOT ONLY FOR ONE SEASON BUT CONTINUOUSLY. THERE IS NO EXACT METHOD, WHICH IS RIGHT; IT IS ALL ABOUT CREATING WHAT YOU FEEL GOOD IN.
Talk us through a day in the life of SUNNEI
Last December we opened “Spazio Sunnei”, our shop and studio. We meet there every day and our agenda changes daily according to what we have planned. Once we are done with the day, we usually head over to Bar Basso – a landmark for all the Milanese people to finish the day with friends over a truly Italian aperitivo.
If you could dress anyone, who would it be and why? Do you have a figure you have been proud of that has worn SUNNEI pieces in the past?
WE BELIEVE THAT SUNNEI BECOMES A PART OF THE IDENTITY OF THE PERSON WEARING IT. WE NEVER WANTED OUR BRAND TO BE OVERWHELMED WITH LOGOS THAT TAKE OVER THE PERSON WEARING IT. PEOPLE THAT ARE PART OF SUNNEI ARE STRONG IDENTITIES, WHICH INSPIRE US EVERY SINGLE DAY IN THE WAY THEY ARE USING THE BRAND. THUS, WE COULD SAY THAT WE ARE PROUD OF ALL THE FIGURES THAT HAVE WORN OUR BRAND IN THE PAST AND TODAY.
IMAGE BY SUNNEI
As you use traditional old-school Italian manufacturers, how do you communicate your design visions with them to create your pieces especially as much of it relies on experimentation?
It requires a lot of time in order to create a bond with these manufacturers who are focused on rather old-school techniques. We still sometimes have problems in communicating but we believe that their touch is what makes SUNNEI unique and authentic.
The fashion industry is constantly changing and the menswear circuit is more recognisable compared to a few years ago. What’s your verdict on this?
This could also be linked to the recognizability of fashion in the masses as well. As time passes, fashion is becoming a more and more accepted medium through which creativity is transmitted. And as more communication channels cover this segment, it becomes more and more acknowledged through a diversified portfolio of more stores presenting men’s’ brands. Menswear was always there but the fact that it is more accepted and known as diverse creative mediums generates more of a buzz – and of course as long as there is a crowd interested, we know that there is a demand for menswear!
As a brand, what have been the highlights and lowlights for you?
The highlights are always when we receive a positive feedback from industry professional and of course our friends! The lowlight for us was when we started SUNNEI, this meant leaving our day jobs, which did not guarantee any stability and meant we left a comfortable life to create something reflecting our own vision. It was great but it was a challenging and difficult decision.
When you design your pieces, what do you have in mind and who?
We never have a single person in mind as we design, it is more about traits of different people in the way they are passionate about diverse things in life and the way they appreciate SUNNEI. We like becoming a part of their daily routines and are amazed by how great they look!
Which materials do you enjoy working with?
BEFORE EVERYTHING, DENIM TAKES THE MAIN PRESENCE IN OUR COLLECTIONS. WE BELIEVE THAT IT IS A MATERIAL, WHICH NOT ONLY REFLECTS OUR VISION BUT ALSO TAKES THE FORM OF WHAT WE ARE TRYING TO CREATE. THUS, WORKING WITH DENIM IS ALWAYS IN OUR DNA AND THAT’S WHY WE LOVE ALSO THE CHALLENGES THAT COME ALONG WITH IT.
Looking at men’s fashion in the past- what are you hoping SUNNEI is doing to change representation in men’s fashion?
We hope that SUNNEI can succeed in changing especially the connotation of “Made in Italy” with a touch of innovative silhouettes and fabrics while staying out of the overwhelming pace of trends surrounding us every single day. We want to take it slow and enjoy life as we wear SUNNEI.
Check out more from SUNNEI right here.
IMAGE BY SUNNEI
