U.P.W.W. COATED WORKER DENIM

The contemporary approach of the brand U.P.W.W.’s (which stands for “Utility Pro Work Wear”) intends to re-purpose traditional workers’ safety apparel and transform them into fresher, highly-desirable streetwear clothing. Under the art direction of Alessandro Simonetti, Italian designer based in New York, the stylish label draws inspiration from the 90’s youth culture and the DYI aesthetics. Workwear codes such as reflective bands and bright colours get an unexpected twist through innovative shapes and print techniques, resulting in a unique and funky men’s fashion line where quality and purpose reign.