If you’re like us you like T-shirts. They’re comfortable, fairly cheap and go with almost anything. We especially like them if they have some connection to Italy. Not the ones that say Italian Stallion or Keep Calm and Eat Pasta but those made with Italian sprezzatura, a well-practiced naturalness, an almost effortless sense of style that belies considered thought and effort.
That’s why we like these T-shirts by Sangue who uses the natural environment of his hometown in southern Italy as inspiration for a unique set of silk screened designs.
We love unique and interesting packaging. It’s a great way to communicate the message and value of your product and is often a statement of art in and of itself. We especially like packaging with images of Italy. Images with a unique style that connects consumers to the Italian lifestyle with an Italian sense of sprezzatura (spretts-ah-TOO-raht) the subtle, confident ability to make whatever is said or done appear to be without effort although the underlying effort requires great mastery. To be able to do this is highly seductive and appeals to the “wants and needs” category of our brains. However Italian sprezzatura is no public relations gimmick but a highly thought out art that conceals the artfulness and makes the outcome very appealing.
We particularly like this design for a portable travel kit of organic cosmetics, a project by Willbe a communication and digital agency group in Turin.
“When we drink coffee, ideas march in like the army” – Balzac
Italy is the home of ideas. Dante, da Vinci, Michelangelo, Galileo, the Medici, Armani and Versace; all influenced the way the world turns. Italians generate ideas with a certain sense of nonchalance; something they refer to as sprezzatura. A word coined by Baldassare Castiglione (1478-1529), meaning to make whatever one does or says appear to be without effort and almost without any thought about it. Castiglione wrote a handbook (The Book of the Courtier) where he instructs those attending the Renaissance court how to seek favor and succeed in business without really trying.
Castiglione was just one of many Italians who over the centuries generated ideas that effected the rise and fall of empires and hemlines. Not all Italians with great ideas had a cup of java on their drawing boards but I bet there were a fair number who had more than one un caffe’ per day. Like those who are credited with creating the ubiquitous tiramisu (and there are many contenders). This espresso fueled Tuscan trifle is considered to be one of the 10 Best Desserts in the World . A web search for “tiramisu inspires me” came up with no less than 374,000 hits. That’s a lot of ideas marching around out there.