15 Jan

(PH CREDITS: PAOLO LANZI (NEWSLETTER) NICK SOLAND)

“Crack” is the sound of something that gets broken and it’s the starting point of it all: breaking something that already exists in order to give it a new life.

The brand Simon Cracker was born in 2010 from an idea of Simone Botte, art director, stylist and fabrics and printings researcher, as an upcycling clothing line, giving a second chance to ‘forgotten’ garments,
deadstock fabrics and everything discarded by other people.

In 2020 Filippo L.M. Biraghi, editor, buyer and fashion culture lecturer joins in and the brand goes mainstream, entering Who is On Next? competition, joining Altaroma and being in the Camera Nazionale della Moda Italiana official calendar since 2021.

We approach fashion from a divergent point of view, we like individualizes and not sterotypes, our values are linked to the lack of tools that stimulates creativity, we want to give back to clothes a value that is not
just related to their price but more to the stories they tell. Choosing upcycling is not an aesthetic or trendy choice, but an ethical one. Through this technique our narration changes season by season. Our garments have on season or gender.

Some of the brands that have collaborated with us: Kappa, Ninja Turtles, Bivio, Ragged Kingdom by Jamie Reid, Laboratorio Riciclo Pelle, Ansia, Gaia Segattini Knotwear, DaQuy, Thecomplainers.