We have already talked about LifeSux in a previous article and how the made-in-Italy brand has been on everyone's lips. We had the opportunity to ask a few questions to Nicolò Ferrari (creator and founder of LifeSux) about the origins and the influences of the brand. Here is an excerpt from the conversation:
Where does the idea of creating a brand like LifeSux come from?
«I've always been passionate about clothing and worked as an agent for Slam Jam for a few years before taking the decision to create my own brand. The name comes from my tendency to interpret life as ineluctable. Hence a strong expression that gives a good idea»
Your tees, hoodies and pants are all purely streetwear and very reminiscent of old school garments worn in the 90s. From what or who did you draw inspiration?
«There is no reference brand but rather the desire to pay tribute to a period that laid the foundations for the history of streetwear, a story we are still experiencing today»
It is quite unusual for an Italian brand to produce clothes associated to American streetwear. Do you prefer to dissociate yourself from the Italian tradition or is there any connection between your products and Italy?
«LifeSux is a made in Italy brand that has the point of contact with the country in the garments' invoice. On the stylistic level, however, our inspiration remains strongly American»
From your projects I immediately assume music is an important part of the brand. Do you think it affected your collections in any way?
«Yes, definitely. Music is fundamental for us because we draw from its world with plenty of hands. It is a form of art that fits well LifeSux ideas to the point that that some of our graphics clearly come from that world»
If you could describe LifeSux with just one sentence, what would it be?
«Shit happens... LifeSux! »
