“2011,

THE URBAN STAGE BECAME WITNESS TO THE UNEXPECTED BIRTH AND UNCONTROLLABLE RISE OF THE MOST EXPLOSIVE AND ICONIC EXPERIENCE: DIRTY MONDAYS. IN THE BASEMENTS OF MILAN A CREW OF PROGRESSIVE KIDS MELT THE ALTERNATIVE SUBCULTURE, THE DIY PHENOMENON AND THE CUTTING-EDGE ARTS SCENE WITH THEIR PASSION AND DEVOTION TO ROCK’N’ROLL MUSIC. YEAR AFTER YEAR ‘MONDAYS’ HAVE BEEN THE HOTSPOT WHERE FASHION, MUSIC, AND PHOTOGRAPHY CONTAMINATE AND INFLUENCE EACH OTHER IN A CONSTANTLY CHANGING ENVIRONMENT. ARTISTS, MODELS, DESIGNERS, PHOTOGRAPHERS AND NIGHT LOVERS MADE DIRTY MONDAYS A ‘COMPULSORY’ FOR THE UNDERGROUND LANDSCAPE. A SUDDEN WAY OF BEING, EMERGED FROM THIS BASE. UNCONSCIOUSLY, THAT CREW OF INDEPENDENT BOYS WITH THEIR CUSTOM DENIM JACKETS WERE DEFINING SOMETHING MORE THAN A WAY TO LIVE THE NIGHT. FROM THE BASEMENTS OF “THE FASHION CITY” AN IDENTITY WAS BORN. IT IS AN ACTUALISED BELONGING TO THAT UNFORGETTABLE, AND NOW FAR PAST, FIRST ESSENTIAL PARTY, WOVEN INTO THE THREADS OF THE MATERIAL THAT DEFINED IT ALL. CROSS-GENERATIONAL HERITAGE AND WITH A GLOBAL-MINDED ATTITUDE, MEET THE PIONEERS OF THE FIRST DENIM LAB IN MILAN,

2019. DIRTY’S”