Apparel for S95

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S95's first apparel collection

Brand Identity eCommerce

S95 is the first apparel collection of Carrozzeria Italia S95, a unique company founded by Enzo Fravola and his brother Simone, to whom it is dedicated. Always passionate about urban fashion and attentive to the company's image, Enzo soon understood his customers' interest in the clothing worn by the staff in the workshop.

Thinking about how to strengthen the bond between Carrozzeria Italia S95 and its audience, which largely includes young streetwear and motoring enthusiasts, we advanced the idea of a real clothing collection dedicated to them. A collection that could increase their sense of belonging to the S95 world and offer additional points of contact with the company.

We decided to create a new sub-brand under the aegis of Carrozzeria Italia S95, opting for the appellation of S95, with the aim of giving it a distinctive identity, capable of shining its own light. From the outset, we set out to adopt an aesthetic inspired by the world of contemporary streetwear, characterized by heightened contrasts, brutal imagery, essential geometric shapes and relaxed fits.

The first step was to define a system of logos/graphic elements that could be easily recognizable and convey the values of the collection, including the courage to dare, resilience in getting back up after every fall, and pushing one's limits. We developed several proposals, combining sans-serif characters in capital letters with essential geometric shapes, and then submitted them to the client to evaluate their acceptance.

Once the graphic design was completed and production started, we proceeded with the development of an e-commerce site that will allow buyers from all over Italy to purchase the current and future collections.

The location chosen for the photo shoot could only be the workshop itself. Vintage cars, hoops, sneakers and the building's iconic brick facade were the perfect set to best enhance the garments of this first S95-branded collection.

In tandem with the graphic design, we defined the garments that would make up the collection: hoodie, t-shirt, 6-panel hat and sport socks. The predominant colors are black and white, with a single chromatic element serving as a common thread for the entire line: the label with geometric pattern, whose colors were taken from the Carrozzeria Italia S95 palette.

This choice aims not only to give an iconicity to each garment, but also to create a tangible link with the parent brand, of which S95 represents the direct expression. For this reason, the messages printed on the sweatshirt and t-shirt are phrases exchanged daily between the workshop staff, combined with motivational quotes.