U.P.W.W. by Alessandro Simonetti
U.P.W.W. stands for Utility Pro Work Wear and is a spin-off of the parent brand Utility Pro, a workwear label born in New York with almost two decades of service in the field of safety apparel and workwear - for example, orange or fluo yellow bibs and raincoats of workers or security departments. As creative director I am accompanying the transition and evolution between the parent brand and U.P.W.W.
This relocation work covers the European licensing bias of American workwear brands but, above all, that attitude that underground youth cultures first implemented and that, for a generational issue, is an integral part of my DNA.